4 ways to measure brand journalism results

Social media has changed many facets of public relations, but measuring campaign results is still in vogue.

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For decades, impressions and advertising value were the staples of PR measurement. Today, other results are becoming equally as important.

Brand journalism, in which businesses discover and create their own news content, can help an organization achieve its PR objectives. This is the single mandate: Put your goals and measurement techniques in place before starting your campaign.

In the world of metrics, one-size-fits-all doesn’t exist. Many organizations are adopting a blend of traditional and modern metrics. Here are four options to consider when assessing results from your brand journalism content:

1. Traditional PR measurement

Audience numbers, impressions and advertising value have been the gold standard of how we measure public relations initiatives. These metrics can tell you how many potential customers saw your content on news outlets and other external channels. Data can also place a value on your story by calculating what it would cost to purchase ad time to promote your brand. You can obtain these metrics through media-monitoring software. In addition, many of these services evaluate the content itself, providing insights into the tone and other characteristics of the coverage.

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