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As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. Yet, we still receive feedback from clients that, although our media coverage secured looks great, it doesn’t appear to have a tangible impact on the bottom line So, where’s the disconnect?
If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art. This post will review a number of tangible opportunities to measure PR beyond traditional media impressions and advertising equivalencies (AVEs) with the goal of empowering you to feel confident and creative the next time you’re asked about measurement....
PR measurement isn't a one-size-fits-all solution. See how to account for and show clients the "X factor," then test these 20 sample PR metrics.