Standards are key to measure the effectiveness of any aspect of your online marketing, including public relations.
Below are two sets of standards in the industry, AMEC and PRSA .
Personally, I believe that PR professionals should also be adopting organic search metrics as well, combining both organic and social presence into a single share of voice with respect to their competitors.
The Barcelona Declaration of Public Relations Measurement Principles
The Barcelona Principles were established in 2010 at the 2nd European Summit on Measurement, organized by the AMEC, the International Association for the Measurement and Evaluation of Communications.
Importance of goal setting and measurement