Now that you are aware of the fact that a PR campaign can produce tangible results and that there are ways you can track these results it is probably a good idea to know about some of the ways that you can track those results. Or basically what types of methods you can use to track the PR campaign. One example is the number of people who see your message in the media, but if you are using this measurement as a way to track results you want to be sure that only those impressions in your target markets and sales channels are included. Advertising cost equivalency is another commonly used measurement of campaign effectiveness but something you want to keep in mind is this does not take into account the invaluable benefit of third-party validation and the clarity of your message. You should also keep in mind that you do not be timid when setting your expectations.