Measurement has been a bugaboo of the PR industry for years.
Because so much of PR is intangible and long-term in scope, it does not fit into a common financial mold when it comes to metrics. Of course, that’s no excuse.
Companies spend about $11 billion on PR per year, and executives rightfully demand to see a return on that investment. Unfortunately, 82 percent of practitioners say they have no way to evaluate the return they receive on PR.
This doesn’t mean PR is impossible to measure. We just have to do a better job of monitoring metrics that matter and offering tangible proof of our worth.
Here are 10 important gauges of PR success :
>> Read : 10 measurement essentials for PR
Source : PR Daily