Vocus Releases the  Measure & Maximize PR Impact  Guide

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:

  • Define the metrics that matter and present them to team members, executives and stakeholders.
  • Establish standards for measuring PR and delivering better results.
  • Monitor and measure in order to respond to real-time trends with relevant stories.

Vocus   Measure & Maximize PR Impact  guide is available as a free download here.

Forward-Looking Statement

This release contains  forward-looking  statements that are made pursuant to the Safe Harbor provision of the Private Securities Litigation Reform Act of 1995. These statements are predictive in nature, that depend upon or refer to future events or conditions or that include words such as  may,   will,   expects,   projects,   anticipates,   estimates,   believes,   intends,   plans,   should,   seeks,  and similar expressions. This press release contains forward-looking statements relating to, among other things, Vocus  expectations and assumptions concerning future financial performance. Forward-looking statements involve known and unknown risks and uncertainties that may cause actual future results to differ materially from those projected or contemplated in the forward-looking statements. Forward-looking statements may be significantly impacted by certain risks and uncertainties described in Vocus  filings with the Securities and Exchange Commission.

The risks and uncertainties referred to above include, but are not limited to, risks associated with possible fluctuations in our operating results and rate of growth, our history of operating losses, risks associated with acquisitions, including our ability to successfully integrate acquired businesses, risks associated with our foreign operations, interruptions or delays in our service or our web hosting, our business model, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain, and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, successful customer deployment and utilization of our services, fluctuations in the number of shares outstanding, foreign currency exchange rates and interest rate.

About Cision
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.