Know-How Exchange : Advertising/PR

KPI measures might include (here's a few):

1. Column-inches (centimeters) of articles appearing in business/trade publications.
2. Minutes of airtime in TV/Radio Media.
3. Number of new on-line articles each month/year.
4. Ratio positive to negative editorial articles (press/electronic/online).
5. Number of customers who nominate a recent press or media item as the reason which porovoked their sales enquiry.

These are the types of measure, you need to decide what constitutes a good or mediocre level of performance.

I would measure my company versus similarly sized and larger competitors, especially those into whose space I desire to transgress. In other words, if you want to be no. 1 in a certain class of software provider, identify who occupies that position now, benchmark them along the same lines, measure yourself, then go chase the tiger!

If you are in a specialist or contraversial field (e.g. genetic modification software) you might want to develop special measures reflecting various crisis types or brand-risks you need either to handle well, or avoid.

Hope this helps.

ChrisB