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The 2024 Cision and PRWeek Global Comms Report

Find out how 400+ PR and comms leaders worldwide are approaching the way they work in today’s media landscape.

The Communicator's Funnel

The framework for measuring PR's impact on the bottom line

According to the Gartner Annual CMO Spend Survey 2019-2020, 76% of marketing leaders use data and analytics to drive key decisions. Why should PR be any different?

The Communicator's Funnel is a framework that helps PR pros prove the value of their work with real data. This guide outlines how to organize your communications goals to benefit the entire sales funnel, evaluate PR's contribution to the bottom line, and use data to guide your PR strategy.

The Communicator's Funnel Covers How to Measure:

  • Brand Impact — At a very high level, understand how your PR efforts are contributing to brand awareness, mindshare and reputation.
  • Digital Impact — Is your PR coverage driving traffic to your website? Digital measurement helps quantify the actions your target audience takes.
  • Revenue Impact — Most importantly, learn how to prove your value in actual dollars. Showcase how your PR efforts influenced the sales pipeline.