The caveat to this otherwise welcome scheme, therefore, is that flexibility is crucial. PR is a broad church, and different types of evaluation will be needed to appraise success.
Measuring success is complex because coverage is a mixture of mentions, messages, issues, branding and tone. It may be impossible to come up with one standard reference point to accommodate such scope in any meaningful way.
The way forward must be to support attempts to standardise evaluation techniques into a portfolio of systems in which diverse clients can place trust. In tandem with that, a campaign will be needed to ensure both clients and consultants understand the need for effective evaluation.