Week 5, DQ 2 Why is it important to evaluate public relations? How does a business evaluate public relations? How is the data compiled? What types of services might a business use to gather this data? Companies use Public Relations to help achieve numerous business objectives from increasing sales to raising share price to retaining employees & that is why it is important to evaluate it. While most businesses would like to evaluate public relations by saying that since they spent X amount on PR & it generated Y in sales, this is usually difficult to do because sales are the result of a number of non-PR factors, such as product design & pricing, distribution & other marketing factors such as advertising & the sales force. However, companies can measur, relatively easily, the achievement...