What should be established to ensure a public relations campaign is effective?

Establishing measurements is essential for an effective public relations campaign because they provide a framework for evaluating the campaign's performance and success. Measurements allow practitioners to quantify the impact of their efforts and determine whether the objectives set at the beginning of the campaign are being met. They can encompass a variety of indicators, including media coverage, audience engagement metrics, public sentiment analysis, and changes in brand perception.

When measurements are in place, PR professionals can gather data that informs decision-making throughout the campaign. This empowers them to adjust strategies as needed based on what is working and what isn't, ultimately leading to improved outcomes. An emphasis on measurements aligns with the results-driven nature of modern public relations, where accountability and transparency are key factors in demonstrating value to stakeholders.

Other options, while also important, do not directly convey the systematic approach needed to evaluate effectiveness in a concrete manner. Tools can aid in carrying out a campaign, targets define who the campaign is aimed at, and feedback is vital for improvement, but measurements are critical for assessing success and justifying the campaign's impact on goals.