I have just come across different websites about PR and some comments of PR specialists who are looking for improving as well their ways to measure PR.

Here is an interesting point of you of Cece Salomon-Lee, marketing communications manager for ON24 Inc. She provides some really good tips:

http://prtech.wordpress.com/tag/quick-tips/

Some good tips here, there are lots of possibilities to explore. The main consideration is going to be: "What is important to the client?" Backlinks? Prominence etc. etc.