Kabucua, John MutugiKiambati, Kellen KathuureOriaso, Silas Odongo2018-10-052018-10-052016-06International Journal of Innovative and Research Development, June, 2016 Vol 5 Issue 72278 – 0211https://karuspace.karu.ac.ke/handle/20.500.12092/2152This study reviews the existing literature relevant to measurement approaches and evaluation of Public Relations programmes. The study examines and in brief explores efficiency of measurement approaches in evaluation of Public Relations. The key measurement approaches identified and discussed are Reach and Impression, Opinion and advocacy, Return on investment, and Advertising Value Equivalents.enMeasurement approachesevaluation of public relationsstandardsefficiencytheoretical review of existing literatureArticle