Before the internet, PR accomplishments were measured by how many magazine or newspaper articles you could gather that mentioned your brand.
Today, more complex data informs PR professionals of their success. Business leaders and clients demand quantitative measurements, such as web traffic and click-through rates. Compiling these metrics can be overwhelming, but also incredibly insightful.
One popular gauge of these data is a company’s “share of voice“—or how your PR efforts stack up against competitors.
Defining ‘share of voice’
Power Post defines share of voice as “the percentage of the market a brand holds in a given time period compared to that of its competitors.” In other words, if you were to round up every article mentioning either your company or your competitors and create a pie graph, how big of a slice would your organization get?