Value Over Vanity: How To Focus PR Efforts To Drive Business Impact [Forbes]
New York Times Company (The) (NYT)
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Source: Forbes
For many years, PR teams have relied on clipbooks and run items to prove the value of their work. Throughout most of my career, a “hit” in the Wall Street Journal USA Today or other top-tier publications was considered a huge win, no matter how small the mention. Today, the business stakes are much higher, and these “vanity” metrics aren't cutting it any longer. Between an unstable economy, layoffs and shrinking capital investment, companies must prioritize ROI and business value in everything they do, including PR. Yet, according to a recent , while 62% of PR pros know that tying PR to key business initiatives elevates the value of their efforts, measuring impact on revenue ranks just 6 out of 10 in the top PR metrics being used to measure success. With PR competing for budget with other marketing efforts, now more than ever, we need KPIs to justify continued investment. Whether you're reporting to a CMO, fractional CMO or Chief Revenue/Financial Officer, they'll need to see PR
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