Debunking the myth of PR metrics
Despite the emphasis on analytics in today’s marketing climate, it takes more than math to measure a PR campaign’s success. One strategist advises using multiple tools and approaches.
If anyone tells you they have the key to measuring PR, they’re either lying or they’re wrong.
Countless services have popped up in the last few years—all claiming to have PR measurement figured out. For the low, low price of $3,000 a month, an automated service can collect your coverage URLs and spit them back out with an assigned value attached.
It’s easy! It’s simple! It’s cleanly designed!
It also just isn’t true.
The reality is that PR is about changing the way people feel—and that’s something we’ll probably never be able to define by using a neat little number.
We can fumble and gesticulate wildly, but even our best and smartest numbers will always be just numbers.
The most effective strategies in any measurement program—especially in PR—are those that combine thoughtful calculation with strategic analysis. Without analysis, you’ll find yourself reporting on key takeaways such as:
“We grew from 10 to 15 Facebook followers this week—50 percent increase. Unfortunately, last week we grew from 0 to 10 followers—a 100 percent increase, so we must be doing something wrong.”
“Our story about hiring a new CFO received 2 billion impressions yesterday.”
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