True or False: Qualitative metrics in PR measure numerical data.

The statement is false because qualitative metrics in public relations are designed to capture non-numerical data that reflects the quality of interactions, sentiments, and perceptions about a brand or organization. These metrics rely on descriptive attributes rather than quantifiable figures. For example, feedback from stakeholder interviews, social media sentiments, and media coverage analysis are focused on understanding the nuances of how campaigns are perceived, rather than counting numbers or rates.

In contrast, quantitative metrics specifically measure numerical data, allowing practitioners to analyze measurable outcomes such as reach, engagement rates, or sales numbers. Thus, the distinction between qualitative and quantitative metrics is crucial in assessing the effectiveness of PR efforts, and the appropriate identification of these categories further highlights why the statement is false.