O’Dwyer’s recently ran its November issue focused on technology. Airfoil’s Co-CEO Lisa Vallee-Smith was featured with a byline entitled, “PR performance under the measurement microscope,” discussing the need for firms to be armed with data that validates the impact PR can have. The demand for measurement can be tied back to the rise in digital marketing and the ease of measuring outcomes from those efforts. Airfoil’s process of measuring outcomes can be simplified into three steps: 1. Set a baseline, 2. Engage, 3. Analyze. Lisa asserts in this article that while everything can be measured, not everything necessarily should be.
You can find the entire article discussing the need for measurement and tips on how to measure successfully to fulfill clients’ needs in O’Dwyer’s. Download the whole issue here: