10 tips for enhancing your PR metrics in 2018

Executives’ desire to see measurable return on investment didn’t evaporate with a turn of the calendar, nor did marketing’s encroachment on public relations’ turf. Here’s how to proceed.

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PR pros will face growing pressure in 2018 to prove how their activities contribute to the organization’s bottom line.

Digital-savvy marketing teams could make substantial inroads into traditional public relations turf if PR does not offer relevant benchmarks. In essence, PR could soon become a subunit of marketing.

Experts offer these recommendations to overcome challenges to PR measurement in 2018 and gain its full benefits:

1. Track what matters most. PR can gain greater respect by placing less emphasis on metrics involving views and more emphasis on conversions. “Long gone are the days when effectiveness was measured by how many eyeballs you’ve reached. Today it’s all about getting the right eyeballs to act in a way that increases revenue,” says PR measurement expert Katie Paine, CEO of Paine Publishing.

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