Does your brand have a grasp on measurement and analytics for earned media? Not many do. In fact, public relations and earned media have been some of the most difficult marketing outputs to quantify success with for decades.
The digital nature of both today should make it easier to know what you get out of your public relations efforts. But the combination of indirect or soft business goals (awareness, impressions, public opinion) and PR professionals lacking the analytics experience to translate those to business value has kept the return on earned media cloudy.
Kelsey Raymond has spent 10 years solving for this at Influence & Co., a content marketing and public relations firm based in Missouri. She joined Digging Deeper to talk about the challenge of earned media measurement and share her thoughts on how your brand can clear the water.
Some additional resources for the thinking include:
- Influence & Co’s Modern Guide to PR: https://offers.influenceandco.
- Influence & Co’s 2021 State of Digital Media report, which includes an analysis of 127,000+ pieces of digital content and insights from publication editors: https://offers.influe
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