Focus: Practitioners' own qualitative assessment of what was done. Also can involve involve expert or peer reviews.

• Adequacy of research
• Appropriateness of message
• Production quality of presentation

Focus: Output produced, specifically the number and quality of opportunities created to communicate a message.

Publicity exposure also can involve assessment of the proportion of positive versus negative coverage, as well counting inquiries received. Other measures of impressions include: number of hits on web site, number of people who receive mailings, or number of people who attend events.

• Number of messages created
• Number of messages (stories) actually placed in media
• Total impressions (Combined circulation of media where messages appear)
• Estimated impressions (Total circulation less some factor for people not actually exposed to message)

Focus: Audience learning of message content, usually determined by surveying or asking audience members following message exposure. Emphasis on impact, rather than message quality or output.

• Number who recognize topic or message (recognition or mere familiarity)
• Number who recall message content (ability to retrieve topic or key facts from memory)
• Number who comprehend message (can explain meaning)
• Number who retain message (can recall it later)

Focus: Effect of a message on audience's predisposition toward a topic (positive or negative). Attitudes serve as a potential predictor of future behavior.

• Number who recognize importance or relevance of topic (increase in involvement)
• Number who form or crystalize an attitude (where no attitudes existed or attitudes were unfocused)
• Number whose attitudes are reinforced
• Number who change attitudes in a desired direction (yielding)

Focus: Guage effect of message on actual behavior of target audience in areas such as buying, investing, donating, working or voting.

• Number who intend to take action (behavioral intent)
• Number who engage in a new behavior (trial)
• Number who repeat desired behavior
• Social and culture change effected by permanent changes created in behavior patterns.