3 ways PR pros can measure their efforts in the new media landscape
Content can fall out of popularity quickly and many communicators fight for views against bots that can aggressively inflate views. Here’s how you can smartly navigate current trends and come out on top.
Many have focused on ramping up new styles for crisis plans and pivoting story lines, but this new media landscape is also forcing us to change how we look at PR measurement.
Lucky for us, math is pretty immune to “alternative facts.”
That said, just as old school clip books and ad-value equivalencies have been replaced by business-driven metrics, it’s time for PR pros to rethink PR measurement again. In a world where bots can aggressively inflate view and click analytics and your recent feature article has a shelf life of a second, how much stock can you put into impressions?
To continue to add value—and prove that value—consider these tips for measuring PR in the post-truth era:
1. Control and define what you can.
The great thing about content, social media and “owned” media (including organizational blogs and newsletters) is that you can track activity directly to leads and determine awareness levels.
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