PR and comms is a dynamic field that is still often stymied by a frustrating feedback loop of outdated tech and metrics that can’t truly measure the value of your work, resulting in insufficient budget because you don’t have that proof at hand. To truly prove the value of the work you’re doing, you need access to the latest and greatest technology that can measure beyond press clips to more concrete metrics like unique monthly visitors and actual business impact.
“76% of marketing leaders say they use data and analytics to drive key decisions,” according to the Gartner Annual CMO Spend Survey 2019-2020, but many still struggle to evolve their measurement capabilities and balance the need for different key metrics.
Our updated approach to this includes a detailed description of a comprehensive measurement framework for PR and communications: what we call the Communicator’s Funnel. It's everything you need to begin or improve your own earned media measurement strategy.
Newly refined and updated for 2020 and beyond, the Communicator’s Funnel is here to help you break down the valuable work you do for those who need to see how much you’re contributing to business in order to give you the support you need to do even more.
- Brand Impact — At a very high level, understand how your PR efforts are contributing to brand awareness, mindshare and reputation.
- Digital Impact — Is your PR coverage driving traffic to your website? Digital measurement helps quantify the actions your target audience takes.
- Revenue Impact — Most importantly, learn how to prove your value in actual dollars. Showcase how your PR efforts influenced the sales pipeline.
All of this ultimately helps your team prove PR's value to the bottom line and use data- the right data- to more effectively drive your strategy.
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