Which of the following is NOT a metric for measuring PR success?

The choice of overall sales figures as a metric for measuring PR success is appropriate because public relations primarily focuses on building relationships, managing reputation, and enhancing visibility rather than directly measuring sales outcomes. While sales may be an important indicator of an organization’s overall performance, they do not specifically reflect the effectiveness of PR activities.

In contrast, media coverage assesses the visibility and reach of PR efforts through how often a brand is mentioned in various media outlets. Public sentiment analysis gauges the public's feelings and attitudes towards a brand or issue, providing insight into how well PR strategies resonate with the target audience. Social media engagement measures how audiences interact with content through likes, shares, and comments, which can illustrate the effectiveness of communication efforts. These metrics align closely with the objectives of public relations and offer insights into relationship building and audience perceptions.