What impact do my Public Relations activities have? It is not only a question most CEOs would have asked themselves at budget time, but goes back to the raison d’être of PR. While marketing can (ideally) show impressive stats on conversation rates and revenue billed for each marketing dollar, PR has long contented with producing clipping books and media coverage stats.
At the more sophisticated end of the scale, companies have adopted additional KPIs such as Share of Voice, sentiment analysis, message penetration and other quantitative and qualitative metrics that add depth to their PR reports. But PR rarely had the same obligation to justify spend; as long there is a continuous improvement, things just keep ticking along.