You can make up equations to pinpoint the factors that affect your performance and that of your department. Here are some examples. Hope you agree that they're not far-fetched.
Public Relations Effectiveness = the executive Level that PR Reports to multiplied by the Time and interest of people at that level. The higher and deeper the level of corporate interest, the more effective the function should be.
Communications Effectiveness = Target Quality (how influential the receiver is) x Communication Value -- i.e., how persuasive the communication is. You accomplish more when you reach more powerful people with a more convincing story.
Media Coverage = Media Pitches x Success Rate. Make more editor calls at a higher percentage of success, and you gain more coverage.
Published Length of an article approximates Editor's tightening x Length of the reporter's article. L is proportionate to the length, quality, and newsworthiness of the company's or publicist's material.
Note that the editor makes the key decision: use the story or don't and in how much space. Same concept applies to radio and TV as well.
(Sales) Inquirers = Media circulation and reader respect x Publicity Coverage in these media. The greater the cumulative circulation and the greater the coverage in each medium, the more inquiries you'll receive.
Are Small PR Firms Really Better?
When hiring a PR firm or evaluating your current firm, consider these factors:
Small, medium or large. Smaller means more owner involvement, more caring, fewer layers, lower overhead, less chance of getting "lost" and undervalued.