Intent on finding the Holy Grail of effective PR evaluation, Partners Group director Monica Green headed off to the PR Analytics conference in Manchester last month.
It’s always been a tricky subject: how do you know when a PR campaign has been successful? The conference promised delegates they’d “Learn how to measure the outcome of PR and evaluate the impact of social media.”
Keynote speakers from Kellogg’s, The Co-op and The Met Office shared their measurement tools, which ranged from conducting YouGov polls and employing specialist research firms to social media engagement, audience reach and web traffic monitoring.