Measuring PR can be tedious, time consuming and expensive.
And the fact that many PR professionals are not numbers people only makes matters worse.
The old way of counting and measuring exposure (column-inches) and monetizing them is no longer enough. They don’t adequately tell us the results our PR efforts bring. So what if that print interview has a potential readership of 500,000? We still don’t know exactly how many eyeballs we reached.
However, since PR has moved into the realm of social media, we are able to take advantage of the measurability of social media. This helps us put hard numbers on the work we do and the results we bring.
Take Google Analytics for example. Google Analytics is a free yet robust web performance analytics tool that can tell us a lot about how well our PR efforts are doing, particularly our PR efforts in social media. You install the GA code in your website, and Google crawls your site and records your site visitors’ activity.