Tracking placement performance in 3 steps
Metrics to help tell the story of your placement success.
If you’re still just counting media placements, you’re missing out on opportunities to tell a narrative of public relations success.
During Ragan’s PR Daily Conference, Michael Lopardi, senior manager of media relations at Spirit Airlines, shared how data and media monitoring tools are helping his team gauge the successes of their efforts.
Tracking metrics like advertising value, sentiment and media placements allow his team to focus on the opportunities where they’re most likely to succeed, he said.
“We pivot based on what’s working and drop what isn’t. It saves time and keeps us efficient,” Lopardi said.
Here’s how his team tackles the process:
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