Ninety-five percent of respondents are currently measuring their PR efforts, including social media. That’s the good news. The bad news? PR folks are measuring the wrong channels.
Key performance indicators offer insight about metrics to follow how to use data to prove the value of your PR efforts.
The Web, which is predicated on analytics, has enabled PR execs to get more comfortable playing the numbers game and, perhaps more important, giving meaning to the numbers as they relate to corporate goals and financial objectives.
There are many potential metrics, or KPIs, that PR managers and directors can use as the basis to measure what impact social media and digital media have on a brand.
From a purely selfish point of view, becoming an expert in PR measurement protects one’s budget and one’s job. Sandra Fathi, president and founder of agency Affect and a speaker at PR News’ April 8 Measurement Conference, offers tips to help you get internal support for your PR budget.
It’s one thing to say that PR is important, and we all know that it is, but it’s a whole other thing to say just how important PR is.