"Have you heard of us?" is sometimes called "brand awareness", and it's normally used by larger companies. Airbnb is probably at the size where it's a useful measure of PR success. Much smaller, and you'll get so many people replying "no" that it doesn't tell you much.
"Would you refer us to someone you know?" is often called "Net promoter score". You ask 100 of you customers if they'd recommend you to a friend [yes/no]. Subtract the latter from the former, and you get your score, from +100 to -100. Apple does consistently very well in these tests - around +70. The utilities firm I worked for hovered around -10.
You can use a more nuanced version with a score from 1-10. <=6 counts as -1, 7 or 8 is a zero, and 9 or 10 counts as +1.
This isn't really a measure of PR, though, because it surveys your existing customers.
"Would you refer us to someone you know?" is often called "Net promoter score". You ask 100 of you customers if they'd recommend you to a friend [yes/no]. Subtract the latter from the former, and you get your score, from +100 to -100. Apple does consistently very well in these tests - around +70. The utilities firm I worked for hovered around -10.
You can use a more nuanced version with a score from 1-10. <=6 counts as -1, 7 or 8 is a zero, and 9 or 10 counts as +1.
This isn't really a measure of PR, though, because it surveys your existing customers.