Communicators can prove return on investment by measuring PR efforts.
This article lists out different methods through which communicators can measure the effectiveness of PR and communication activities. The author notes that using native analytics and practicing the Barcelona Principles can help in calculating ROI, among other methods.
Brands can utilise the inbuilt analytics capabilities of social media platforms like Facebook, Twitter, Instagram and LinkedIn to measure the performance of their digital communication. These measures can help align PR efforts with the target audience and also allow running geo-targeting campaigns.
The Barcelona Principles are a set of seven principles that can be important in the daily work of a PR professional. They provide guidelines to align PR goals with the behaviour funnel is broken into stages including awareness, consideration, preference, and action.
[3 minute read]