7 crucial PR metrics to gauge

The author believes respect comes from robust measurement. She offers guidance on tracking more relevant benchmarks, such as improved margins, scale potential and increased revenue.

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The main reasons, Muck Rack CEO Greg Galant says, are:

Does that sound about right?

There’s also the issue of fluffy metrics, such as Facebook fans, number of media interviews, media impressions and the dreaded advertising value equivalents. Of course, there is something to be said for gauging certain “vanity” PR metrics.

It’s difficult to measure brand awareness and the effectiveness of traditional PR, so we must find ways to measure our efforts in ways that are meaningful to the executives paying us.

Below are the types of activities you can measure by vanity (brand awareness) and data-driven (business objectives) below. Start tracking these metrics, and you’ll gain respect:

Vanity metric: media relations

Media relations doesn’t mean just working with journalists; it also entails blogger and influencer relations.

Thanks to the web, we can track how many times an article, blog post or piece of content was shared. You can figure out how many people saw it, shared it and read it.

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