‘PR FOMO’: The Fear of Measuring Outcomes in Media Relations
October 29, 2020 12:30 PM – 1:20 p.m.
Session Type: Big Data & Measurement
As a profession, public relations has always avoided the conversation around measurement and ROI. While correlating quantitative impacts from PR efforts is more difficult than say a digital marketing campaign, this doesn’t mean PR professionals shouldn’t be held to a measurement standard.
Far too often the PR industry has prided itself on antiquated vanity metrics as a fair assessment of success. Data like advertising value equivalencies (AVE), readership and impressions don’t give any indication of the real impact of a media placement and certainly do not offer any correlation to the bottom line. Instead, PR professionals need to think outside the box to find ways that do show the value of public relations.
Tracking the referral traffic from backlinks, measuring share of voice comparative to industry competitors and setting benchmarks are all ways this can be achieved if the PR industry can adopt a solution-first mindset. PR is critical in driving brand awareness and filling the top of a marketing funnel. But in today’s age, we must prove this.
By the end of this session, participants will be able to:
• Define effective ways of measuring PR efforts that correlate to marketing/business objectives.
• Determine how to set up a measurement framework that benchmarks media relation’s activities year over year.
• Understand why PR must embrace ROI, not shy away from true measurement.
Far too often the PR industry has prided itself on antiquated vanity metrics as a fair assessment of success. Data like advertising value equivalencies (AVE), readership and impressions don’t give any indication of the real impact of a media placement and certainly do not offer any correlation to the bottom line. Instead, PR professionals need to think outside the box to find ways that do show the value of public relations.
Tracking the referral traffic from backlinks, measuring share of voice comparative to industry competitors and setting benchmarks are all ways this can be achieved if the PR industry can adopt a solution-first mindset. PR is critical in driving brand awareness and filling the top of a marketing funnel. But in today’s age, we must prove this.
By the end of this session, participants will be able to:
• Define effective ways of measuring PR efforts that correlate to marketing/business objectives.
• Determine how to set up a measurement framework that benchmarks media relation’s activities year over year.
• Understand why PR must embrace ROI, not shy away from true measurement.
