Q: I’ve heard that measuring PR effectiveness based on media impressions is passé. True?

Posted by on Feb 18, 2016 in Communications, from Q to A | Comments Off on Q: I’ve heard that measuring PR effectiveness based on media impressions is passé. True?

Q: I’ve heard that measuring PR effectiveness based on media impressions is passé. True?

A: Measuring PR effectiveness starts with knowing how you define success. If for you, success is measured in equivalent media impressions compared to advertising, then measuring it that way is completely appropriate. What you might be picking up on, however, is that measuring media impressions isn’t enough. We now look at overall impressions, and those come in a variety of ways including web traffic, digital engagement, social media impressions, etc.

You can ensure your approach to PR measurement never goes out of style by remembering these strategy basics: research, plan, implement, evaluate.

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