We measure our PR initiatives the same way we measure all our marketing activities - purely with respect to ROI.
So not only what "buzz" are we generating - but more specifically, how targeted are the leads that result from our PR efforts, and how many of them convert to paying customers. No different than measuring Google AdWords.
FYI we use a boutique PR firm - Morgan/Dorado PR - are very happy w/ our relationship w/ them, no matter how many questions I'm asked
