Public Relations It's difficult to measure ROI in activities surrounding public relations. The impact of its actions are long term and thus causation is not always immediately obvious or known. This has been an issue for many PR professionals. Which of the metrics discussed in this chapter could be used for a PR department? Context and audience are areas where one could use unstructured data to support PR activities. A focused question or reading list here is key to success. What kind or reading list would you design for your business? Who is your target audience, and which metrics describe them best