Measurement programs should enhance media relations results, demonstrate value, and align with key performance indicators important to organizational leadership.
Understanding the business model and identifying key performance indicators are essential in connecting PR efforts to organizational success.
The four major types of media relations measurements should align with big-picture KPIs such as stock price, net revenue, sales, donations, and sponsorships.
All measurements in PR should ultimately link back to the key performance indicators that matter the most to the CEO, C-suite, and key stakeholders.
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