4 signs you should up your PR measurement game

By now you’ve probably updated your PR metrics to prove the value of your work.

Still, how do you know whether your measurement practices are where they should be?

Here are four signs that you may have room to grow in the “modern PR measurement” department, along with tips for improving:

1. You can’t recall explaining the relevance of your go-to PR metrics to co-workers beyond your immediate team.

Part of implementing effective PR measurement practices is educating other teams and colleagues so they understand what success looks like (in your world). If you report PR wins and data to a greater marketing group but never explain your measurement system, how can anyone benefit from what you’re sharing?

When explaining modern PR measurement, follow the advice of Ketchum SVP KayAnn Schoeneman and consider its various stages:

· Output (media relationships developed, placements gained, awareness garnered, perceptions changed)

· Results (social amplification, website traffic driven, actions taken)

· Impact (overall as it pertains to various goals)