Too Long; Didn't Read
There is often a gap in reporting PR metrics compared to other areas of marketing and communications that leave serious room for error. Thankfully, the way PR reports its metrics is changing to bring about more insights from media outreach and other efforts. Using metrics such as the Advertising Value Equivalence to compare the visibility and engagement of media and social coverage to the cost it would have been for a paid placement. The AVE is considered an “invalid metric” and is pushing the PR industry to seek out better alternatives for reporting.
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