Unlike advertising, where a few key metrics clearly define success, PR’s complex, relationship-based structure makes identifying metrics for widespread adoption far more challenging.
Because “you can’t manage what you can’t measure,” metrics are crucial to PR pros’ success. How can PR pros solve the industry’s problem and quantify efforts that have historically been difficult to measure?
Let’s begin with the right question: What are the metrics that matter to those who matter?
PR has the ability to “touch” many aspects of the customer journey, so we can’t look at measurement through a one-to-one, transactional lens. PR pros should not be forced to define success or failure based on one element only, such as media placement, impressions or site traffic.