Why PR Measurement is Broken

Compared to bigger, more established brands, startups face unique challenges when it comes to measuring the impact of their PR efforts. So much so that we would argue that PR measurement is broken for startups. Morgan McLintic and Ian Lipner come together as they discuss the complexities and challenges of PR measurement, the common problems that arise, and how to face them head-on. This week, episode 70 of the FiredUp! podcast is about why PR measurement is broken!

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In this episode of the FiredUp! podcast, Morgan and Ian uncover why traditional PR measurement methods often fall short for startups and share practical strategies that startups can use to track the success of their campaigns.  

Morgan and Ian discuss:

• PR measurement is particularly challenging due to the difficulty of directly attributing media coverage to business outcomes. 
• Sentiment analysis tools often misinterpret tone and messaging, requiring time-consuming manual review. 
• The five metric areas every startup should be focusing on and how to be selective and realistic in measuring them. 
• Long-term success strategies for benchmarking performance, tracking trends, and setting measurable milestones for PR efforts. 

By implementing a strategic and streamlined PR measurement process, startups can unlock the true value of their efforts and make more informed decisions to drive business growth. 

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LINKS MENTIONED IN THIS EPISODE:

Ep 12: How to Measure PR with Richard Bagnall 

A Startup’s Guide to PR Measurement

AMEC Integrated Evaluation in Communications Framework

Chapters

• 0:00 Why PR Measurement is Broken
• 2:33 Why PR measurement is so challenging for startups.
• 12:07 Sentiment analysis often fails to accurately capture the tone.
• 16:11 The time spend and opportunity cost of PR measurement.
• 16:40 Frameworks and metrics for PR measurement.
• 20:19 Brand awareness and equity measurement.
• 25:43 Customer acquisition and investment measurement.
• 31:38 Candidate acquisition and employer branding.
• 37:28 Share of voice and competitive analysis.
• 41:52 Advertising value equivalency (AVE).
• 43:32 Setting targets and benchmarking your metrics.