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PR and marketing teams continue to struggle to demonstrate their value to C-level executives and to find the best metrics to show how they contribute to business objectives. What’s needed is one killer metric. A recent survey of more than 400 senior executives...
Although fewer public relations pros use advertising value equivalencies, AVEs persists in some quarters, despite the industry’s efforts to eradicate the PR metric. AVEs value media relations placements by comparing them to the cost of equivalent advertising space. PR...
Return on investment (ROI) has become the metric above all metrics to demonstrate success for PR, because it connects PR outcomes to corporate goals and revenues. Here’s the thing though. Although everything is measurable – even PR — and there’s a right metric for...
Even while PR gained greater responsibility for digital communications, confidence in the ability to accurately measure the ROI of digital PR (such as banner ads, SEO, etc.) declined from 63% to 58% among UK PR professionals, reveals the annual Digital PR and...
Inadequate measurement has traditionally plagued public relations. PR, however, is adapting. More PR pros are mastering measurement in recent years. With new tools and a greater awareness of the importance of measurement, PR has gained greater respect for its...
PR has traditionally struggled to measure its results and quantify its contribution to well-defined business objectives. PR measurement experts decry advertising value equivalency (AVE), which compares the value of earned media to advertising of similar size and...
