White paper explores how public relations professionals can go beyond vanity metrics to measure and report impact of PR on the bottom line
Vocus, Inc., a leading provider of cloud-based marketing software, today released Measure & Maximize PR Impact. This white paper explores how public relations (PR) professionals can capture the return on investment (ROI) of their initiatives to create more effective campaigns and use data to meet bottom-line business goals.
The digital era has provided PR professionals with more data than ever before, said Vocus Chief Marketing Officer You Mon Tsang. However, there s always been a steep learning curve to show the ROI of favorable impressions and relationships. Without proper measurement, it s virtually impossible to accurately pinpoint what s working and what s not. This white paper equips practitioners with the know-how to measure, report on, and improve their PR activities.
PR has been around for over 100 years, but like marketing, it has seen great change since the rise of social and digital. Today s PR professional is not merely the person writing news releases or pitching stories, awards and speaking opportunities. They are interacting with bloggers, influencers, journalists and interested parties via social and other channels.
Practitioners also find themselves required to measure success through real, bottom-line business results like never before. Businesses and organizations want to know what effect their PR activities are having on the marketplace, and more importantly, their audiences. The days of reporting on impressions, advertising value equivalency (AVE), and social likes are waning in favor of reporting numbers that show a direct correlation with revenue and other quantifiable goals.
Measuring PR is not a one-to-one ratio of an action resulting in a specific business result. It s more about measuring three components, according to Ketchum Global Research & Analytics: outputs, outcomes and business results and it s incomplete without monitoring.
In the Measure & Maximize PR Impact guide, PR practitioners will learn how to measure business results and report on ROI. The guide focuses on how to:
Vocus Measure & Maximize PR Impact guide is available as a free download here.
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Cision is a leading global media intelligence company, serving the complete workflow of today s communications, social media and content marketing professionals. Offering the industry s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.
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