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The public relations industry has a big PR problem when it comes to communicating how it directly impacts the bottom-line.
Consider this: Companies that are serious about PR typically spend no less than $5,000 per month on media relations programs. This isn’t chump change.
Yet, people -- either on the agency-side or brand-side -- talk about ROI in terms of media impressions, number of placements, and message pull-through. And while quantifiable, these metrics mean absolutely nothing if they don’t meet the goals of the business. Repeat, nothing.
Let’s first break down why each one of these metrics are ineffective:...
Katie Bouwkamp shows how to track and report on the value of PR activities.