In-house PR needs to listen and be responsive. Marrying corporate strategy with PR strategy takes skill, as does the setting of measurable PR objectives.
With so many metrics being informed is critical. Not only within the department, but also among the greater corporate leadership.
There are many tools to help estimate cause and effect. For example, Google Analytics can track where visitors came from. From there it can track their route through your web properties before they made a sale, or other call-to-action.
A banking services organisation contacted Media Evaluation Research to collect their media coverage. In this tightly regulated market they wanted to know what their stakeholders were doing in the media.
They were keen to understand their propensity for getting proactive coverage. Also of interest was topics covered and the descriptors used to introduce the organisation.