Intro
How do you measure the return on investment of a PR campaign? This is a question that we and other PR agencies are constantly asked by current and prospective clients alike. It’s a fair question. Whether you do-it-yourself or hire an agency, public relations will suck up precious time or budget. So you want to know whether it’s worth that investment.
In the past, PR practitioners have relied heavily on putting a value on media coverage. But PR measurement should be about so much more than measuring column inches, because PR itself is about so much more than just generating those column inches. So what should PR measurement encompass – and how should you go about doing it? Well, here are 5 key steps to getting it right