Lewis PR has introduced LSCORE, a measurement tool that will evaluate a campaign based on the amount of chatter, sentiment, the level of engagement, and conversion (which includes sales and other actions taken by the audience) across traditional and social media.

In its announcement, the firm notes that PR measurement has grown from “volume, tone and reach” to include engagement and, ultimately, the “business impact” of a PR effort in areas like items sold and downloads requested. The new tool also comes equipped with ways to help users map out their goals.