3 metrics you need to prove PR’s ROI in 2022
Here’s how to measure awareness, engagement and reputation—and why you should care about these proxy metrics for bottom line success.
When it comes to proving ROI, sales and marketing seem to have it easy. Their activities are undeniably linked to the bottom line of their organization. Not so much for public relations.
In most cases, your PR team (whether department or agency) won’t get the credit for increasing sales or winning new customers. And even if you were to get your hands on the data, it would be difficult to draw a straight line from your outcomes to overall revenue.
Overall, it makes proving ROI a significant challenge and one that every PR practitioner, team, and department works hard to overcome. That’s why proxy metrics are so essential.
Proxy metrics are used to represent the value of something else and when you’re not able to draw a direct line from your PR activities to a business outcome, they’ll be your best friends. The three we find most useful and incorporate in our own work with PR clients are awareness, engagement and reputation.
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