As professional communicators, we must align common practice with the business community’s demands. If executives require information and context to determine which investments are most likely to produce viable long-term success, PR’s earned media data stream must integrate with other business data. The good news is that new ways to measure earned media are at hand.
Stories by Mark Weiner
Measurement is said to be PR’s albatross. Heck, many PR pros entered the field specifically so they could avoid working with numbers. Fortunately, measuring and mining data for PR insights are far less complicated operations than measurement naysayers would have you believe. Advocating for measurement programs, our author says you can begin a measurement effort simply and inexpensively.