Quantifying the Power of PR
For years, communicators have cited proving ROI as a challenge. Without the data to show which campaigns and tactics are your strongest performers, organizations develop deep-seated assumptions that may or may not hold true if examined.
Adobe sought to interrogate a long-held C-Suite assumption that high-volume, less-segmented coverage was the greatest driver of results. The Adobe communications department teamed up with Cision Insights media analysis experts to explore this perception through a data-informed, fact-based communications analysis.
As a result of their research, Adobe was able to:
Prove executives' long-held assumption that higher volumes of coverage drove better results was false
Identify that 65% of outlets on their target media list weren't generating any desired coverage
Centralize their monitoring approach and create 25% cost and time savings in doing so, improving ROI