Advances in digital marketing make measurement of communications more accurate, such as tracking the behavior of website visitors. The same goes for PR measurement. Reports that once bragged about massive impression numbers and the made-up value of news coverage are being discarded in favor of more meaningful, albeit smaller, metrics.
At the recent “Communication and Change Management Summit” in Seattle, sponsored by the International Bridge, Tunnel and Turnpike Association (IBTTA), I led a workshop on what’s new in PR and social media measurement.
I shared five trends that experts such as members of the International Association for Measurement and Evaluation of Communication are talking about:
When planning your PR program, start with the goal of the campaign. What are you trying to accomplish? Now, break down the steps and use metrics to track the incremental steps to that success:
Compare “we had 15 gazillion impressions that were worth $5 million” to something more realistic, step-based and actionable. It’s going to take time to get everyone there, but that’s the future of PR measurement.
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