Business owners think in terms of return on investment (ROI), however many are still stumped on how to measure the ROI of their public relations strategies. Measuring ROI for either social media or public relations involves affixed metrics as a way to show the value that social media can bring to a company’s marketing efforts, as well as how it fits into the overall budget.
One of the main issues with making an attempt to measure your public relation’s campaign ROI is that you’re making an attempt to assess numeric values based on human interactions and online conversations – items that are not wholly quantifiable.
How to Measure ROI in PR
There are some ways that managers can use as a metric for measuring whether your public relation campaign efforts are paying off: