We published an article earlier this week explaining how the evolution of public relations has enable PR practitioners to create better measurement metrics, but it’s also important to take into account the digital aspect of today’s PR strategies. For example, there are simply more outlets to engage with your target audience than in the past. A hundred years ago, you had three or four outlets to share your message on; today, there are dozens.
Shelley Pringle of Polaris Public Relations Inc. published a blog post outlining the best strategy for measuring your digital PR campaign.
To begin, let’s use media relations and blogger outreach to put some context around the subject. Media and blogger outreach is typically a top-of-the-funnel activity that builds brand awareness, an important measurement metric for all products and services. If people haven’t heard of your brand, they won’t be able to purchase it. Also, awareness is a helpful metric because it usually correlates to brand market share—and sales.
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