Many communications and PR practitioners today are feeling pressure to prove how their work is impacting the broader business. While there is a plethora of media coverage data to be collected and measured, communicators still struggle with access to accurate data to start with.
Only 19% of PR and Communications professionals feel adequately prepared with PR and Communications Data – even though 71% would change their measurement process for more insightful data.
Even once they have accurate data, many communicators struggle with what to measure, how, and why.
Where is the breakdown? It’s threefold:
- Your PR measurement plan should tie back to business goals like becoming known as an innovative company or a great place to work
- Business goals are more concept than keyword-based and a single article can include multiple topics and brands with varying sentiment
- It is not easy to get to the “so what” of your coverage – you need to analyze more than counts and impressions
In this webinar you’ll discover some key metrics to consider for your PR measurement plan and what you can do with the answers they give you. Learn best practices on how to tie your team’s daily activities like managing your brand reputation, strengthening media relations, launching messaging campaigns and influencer engagement strategies and to the broader business.