Nov 7, 2023
Bryan Tritt's latest LinkedIn article, "Metrics or it didn't happen" describes the complex task of measuring the return on investment (ROI) for Public Relations (PR) activities is unpacked. Conventional metrics like impressions and share of voice offer a view of media performance but do not directly link PR efforts to an organization's financial objectives.
Marketing Mix Modeling (MMM) is introduced as a tool for quantifying PR results by correlating activities with financial performance. Yet, despite its analytical nature, MMM is limited in scope and may overlook the nuanced contributions of PR.
The Barcelona Principles offer a framework for a more comprehensive approach to PR measurement. They emphasize setting clear, specific goals, analyzing both qualitative and quantitative data, and ensuring transparency across all communication channels.Utilizing data from digital channels can also offer richer insights into audience engagement. Tools such as Urchin Tracking Modules (UTMs) and social media pixels enable PR professionals to trace and analyze how audiences interact with content.
Furthermore, new metrics from media monitoring platforms shed light on aspects like the credibility of authors, content discoverability, and audience reach. While these metrics do not directly measure sales impact, they contribute to a more nuanced understanding of PR's influence on target demographics.
The article concludes that while no single method perfectly captures the ROI of PR, a strategic mix of established and innovative methods can provide a clearer assessment of effectiveness. To explore the full discussion on the challenges and methods of measuring PR's ROI, read the complete article here.