As digital technology has evolved, the methods for measuring the effectiveness of online public relations have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, has identified five steps for measuring online public relations effectiveness. Engagement: Measure the number of people who engaged with an item (social shares, likes and comments). Impressions: Measure the number of people who may have viewed an item. Items: Measure any content (blog posts, articles, etc.) that originally appeared as digital media. Mentions: Measure how many online items mention the brand, organization, or product. Reach: Measure how far the PR campaign managed to penetrate overall and in terms of a particular audience.
As digital technology has evolved, the methods for measuring the effectiveness of online public relations have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, has identified five steps for measuring online public relations effectiveness. Engagement: Measure the number of people who engaged with an item (social shares, likes and comments). Impressions: Measure the number of people who may have viewed an item. Items: Measure any content (blog posts, articles, etc.) that originally appeared as digital media. Mentions: Measure how many online items mention the brand, organization, or product. Reach: Measure how far the PR campaign managed to penetrate overall and in terms of a particular audience.