2020 will ring in new challenges—and opportunities—for PR measurement.
Emerging trends, shifting consumer sentiment and improving technologies will all affect how PR metrics are monitored and measured in the coming year. Here are some key PR measurement trends to watch.
Greater emphasis on measuring social responsibility
More corporations are realizing that genuine, well-publicized corporate social responsibility (CSR) efforts can bolster their reputation, decrease chances of consumer boycotts and attract loyal customers (and employees). Research shows that strong CSR programs also tend to boost corporate stock values. Many investors analyze company records on environmental and social issues before buying a company’s stocks.
For some, “doing good” is just the right thing to do. Others contend that CSR should be measured like any other corporate investment. Either way, corporations will place more value on measuring CSR programs in 2020.