10 measurement essentials for PR
Execs want ROI for just about every penny. That’s easy if 26 cents of materials translates to 73 cents’ worth of product. Public relations is less tangible. Tap these metrics to show your value.
This article originally ran on PR Daily in October of 2017.
Measurement has been a bugaboo of the PR industry for years.
Because so much of PR is intangible and long-term in scope, it does not fit into a common financial mold when it comes to metrics. Of course, that’s no excuse.
Companies spend about $11 billion on PR per year, and executives rightfully demand to see a return on that investment. Unfortunately, 82 percent of practitioners say they have no way to evaluate the return they receive on PR.
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