But it’s also important to look beyond the coverage and think about the outcomes it, and other aspects of the PR activity, have delivered for you. For instance, has recognition of your brand increased from a previous benchmark? Have you received a greater number of volunteer enquiries, or increased traffic to your website? Has a potential stakeholder been more receptive to your calls, or has a new partnership been formed? It’s important to invest some time and effort in following threads through, during and after the project, to judge where PR has played a part and then communicate that widely – internally and with your agency – so everyone can see the value of the work that’s been done, and seize new and emerging opportunities.