Public relations professionals used to measure communication success via advertising value equivalents (AVEs). AVE is what your editorial coverage would cost if it were advertising space (or time). However, when tackling internal communications, marketing collateral, social media, and other efforts outside of media outreach, different metrics are needed.
Today, it is not enough to simply crank out a newsletter or stay on top of social media posts. Businesses need to understand WHY they’re using different communications platforms and clearly identify what they want to achieve from their efforts (more leads from the website, increased credibility in their field, etc.) Having a way to effectively measure your PR and marketing efforts is essential!
Learn more in the infographic below.
Rhiannon Hendrickson is the founder and CEO of Orapin Marketing + Public Relations, which helps purpose-driven businesses increase visibility, expand the reach of their message, and become sought-after industry leaders. She has worked with organizations of all sizes across myriad sectors to develop memorable and effective communications programs that generate awareness, engagement, and, ultimately, support for those that are making a meaningful impact.