Measurment of message exporsure. which focus on the number people in key publics who were expose to the message, is a bit more sophisticated than the previous evaluation methodologies. That because these objective-based measure look more closely at communication tactics, evaluation not only distribution but also audience attention.
for example, the evaluator may use metrics for media exposure that ask how many hits were registered at a website or the actual number of people in the audience who heard a speech or saw performance. Instead of counting the number of new release distribute, the evaluator would ask how many newspapers stories or boardcase report resulted from the release or, more important, how many people actually read those newspaper stories, heard the boardcast report or read the online posting of the news release.
this can be difficult number to obtain, some public relations office track this on their own. Other may hire a cliping service, a company that tracks publications and/or broadcasts on religional, national or even international basis. A variety of services and software exists to track track traffic at an organization's website, which might include a media room where reporters can download release and other visitor but where they came from, how long they stay at the site, what pages they visit, what they download and so on
some measure message exposure count actual audiences