5 ways PR pros can identify and employ significant metrics
Establishing campaigns’ ROI is essential for grabbing top execs’ attention, elevating your budget and having a say in key decisions. Which benchmarks matter, though? Here are savvy insights.
Better measurement will prove PR’s value to top leaders and help practitioners gain funding, influence and a voice in high-level decisions.
Beyond that, the PR profession faces growing pressure to prove how its activities contribute to an organization’s sales funnel and bottom line.
Here are five practical solutions to the PR measurement challenge:
1. Discard—or limit—vanity metrics.
Some in the industry say vanity metrics pose the largest obstacle to high-quality PR measurement; other PR executives say vanity metrics can help, at least somewhat.
“While there is still value in measuring awareness of and engagement with your brand through the number of likes, comments, retweets, replies and shares, the real payoff is measuring how these likes and shares turn into sales,” Kate O’Sullivan, owner ADPR, asserts in a blog post.
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