{"id":15337,"date":"2023-12-11T09:27:00","date_gmt":"2023-12-11T09:27:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=15337"},"modified":"2025-04-23T12:07:44","modified_gmt":"2025-04-23T12:07:44","slug":"digital-analytics-and-the-art-of-pr","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/digital-analytics-and-the-art-of-pr\/","title":{"rendered":"Pica Pole or Digital Analytics? ROI and the Art of PR"},"content":{"rendered":"\n<p>As PR professionals, we live and function in very uncertain times - politically, socially, and economically. Collectively, we are anxious as we round the bend into 2021. Our clients are looking for stability and some assurance of a return with their marketing and PR budgets. It\u2019s only natural given the turmoil of the last year.&nbsp;<\/p>\n\n\n\n<p>This is no less the case with younger entrepreneurs, having grown up in the gig economy where immediacy and data is part of the equation, who are asking, \u201cWhat\u2019s my ROI? Where are the analytics to back it up? How can I know if it\u2019s going to be a good investment?\u201d.&nbsp;&nbsp;<\/p>\n\n\n\n<p>It makes sense. You don\u2019t pay for a pound coffee and walk away happy if you\u2019re only given half a pound. So,<strong> when pressed to quantify PR results before you pay, which has been an age-old issue in the business, there\u2019s been an ever-increasing focus on data and the role of web analytics. <\/strong>Numbers don\u2019t lie, right? Well, they might not lie but they don\u2019t tell the whole story; and certainly not before you begin.&nbsp;<\/p>\n\n\n\n<p>I am aware that looking backward is a very dangerous way of moving forward. One invariably suffers from the optical illusion of rose-colored hindsight. But <strong>I was reminded again recently of just how dramatically the PR profession continues to change when I got into a discussion about the use of digital analytics to determine ROI.<\/strong> Say what?<\/p>\n\n\n\n<div class=\"wp-block-group signup-cta-container has-base-color has-text-color has-background has-link-color wp-elements-49ae0d9a56cbc8d399bd51ae2a57e5ec has-global-padding\" style=\"border-radius:8px;background-color:#1f2937;margin-top:40px;margin-bottom:40px;padding-top:32px;padding-right:32px;padding-bottom:32px;padding-left:32px;background-position:100% 100%;background-repeat:no-repeat;background-size:auto;\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-container-core-group-is-layout-efe3489b wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">Try Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n<p>Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n<li><strong>Transparent pricing:<\/strong>&nbsp;Plans start at $258\/month<\/li>\n\n\n\n<li><strong>All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n<p class=\"signup-cta-button\"><a href=\"https:\/\/prowly.com\/media-monitoring\/\" data-type=\"link\" data-id=\"https:\/\/prowly.com\/media-monitoring\/\" class=\"cta-button\" data-cta-type=\"media-monitoring\" data-cta-destination=\"https:\/\/prowly.com\/media-monitoring\/\">Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pica-pole-or-digital-analytics\"><br><strong>Pica pole or digital analytics?<\/strong><\/h2>\n\n\n\n<p>Once again at the risk of proving myself to be irrelevant, I started in this profession when we used to <a href=\"https:\/\/prowly.com\/magazine\/pr-measurement\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/pr-measurement\/\" target=\"_blank\" rel=\"noreferrer noopener\">measure PR success<\/a> with a pica pole. To most readers, this instrument is even less familiar than a slide rule.&nbsp;<\/p>\n\n\n\n<p>While you\u2019re madly Googling these two terms, I\u2019ll tell you about the \u201cgood \u2018ol days\u201d in the business.&nbsp;<\/p>\n\n\n\n<p>We were publicists back then and proud of it.&nbsp; Our role was to land our clients in the media with as much positive coverage as we could obtain ethically by pitching producers, reporters, and columnists with actual newsworthy bits of information. And - here it comes \u2013 we measured that coverage with a pica pole \u2013 an archaic tool that literally measured column inches of newspaper type.&nbsp;<\/p>\n\n\n\n<p>Now, I would love to say that I was only paid if I actually delivered such coverage, but that didn\u2019t come until a few years later. We were paid a salary but not for long if we didn\u2019t continue to consistently produce column inches of media coverage \u2013 measured by a pica pole.<\/p>\n\n\n\n<p><strong>So what does this have to do with analytics and meta tags?<\/strong> Two things. The terminology of the PR profession is as obtuse as ever. We\u2019ve drifted a long way from measuring PR performance with actual media coverage in a direct and simple way \u2013 tangible coverage, not analytics.&nbsp;<\/p>\n\n\n\n<p><strong>Today the goal of media coverage is still there. Only it\u2019s being driven by a different set of tools geared to the new digital landscape.<\/strong> There\u2019s almost no escaping it, particularly if a client is immersed in a world where they live or die based on their <a href=\"https:\/\/prowly.com\/magazine\/online-presence-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">internet presence<\/a>. They\u2019re tracking their movements and expect the same in return from their PR.&nbsp;<\/p>\n\n\n\n<p>Quantifying PR\u2019s ROI is more complex than the simple column inch measurement of year\u2019s past; or a meta point today. Data does have its benefits and is certainly always important. However, it\u2019s unfair to the client to ask them to rely on analytics alone in measuring effectiveness. An effective <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\">PR media outreach<\/a> campaign encompasses so much more.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/pitch\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">PLAN YOUR PR OUTREACH WITH PROWLY<\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"roi-and-the-art-of-pr\"><br><strong>ROI and the art of PR<\/strong><\/h2>\n\n\n\n<p>The fact is there is no direct analytical means of pre-measuring for ROI on PR, only anecdotal. <strong>PR is about so much more than instant analytical gratification or, if you\u2019re working with a product or an e-commerce brand, a quick hit sales gain. <\/strong>Effective PR about communicating and often, influencing behavior.&nbsp;<\/p>\n\n\n\n<p><strong>In rare instances, this may take place instantly and be measurable as such. <\/strong>However, this usually takes place over multiple communications and time.&nbsp;<\/p>\n\n\n\n<p>Effective PR is about raising <a href=\"https:\/\/prowly.com\/magazine\/brand-awareness-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">overall awareness<\/a> and securing a share of your market audience\u2019s consciousness. <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" href=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">A successful PR campaign<\/a> is about building the foundation to create a presence that has a long-lasting impact. It\u2019s about telling our clients\u2019 stories. It\u2019s about engaging our clients\u2019 stakeholders in their stories through the media that best reaches them\u2026be it digital, or print and broadcast. It\u2019s what we as PR pros do.&nbsp;<\/p>\n\n\n\n<p><strong>Public Relations is not so much a science as it is an art. It\u2019s based upon an intuitive knowledge of the news media, relationships, and our storytelling communicative skills.&nbsp;<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"blurred-lines\"><br><strong>Blurred lines<\/strong><\/h2>\n\n\n\n<p>The world is noisier now than ever before. And it comes at us in a myriad of ways to try to grab our attention and, ultimately, our money. Our proclivities are tracked under the guise of making our online lives more personalized.&nbsp;<\/p>\n\n\n\n<p>Even search engines, which are presented as being perfectly democratic, are anything but. Our previous page views determine what we see on Page one and have made a huge impact on the \u201cmedia bubbles\u201d we tend to live in.&nbsp; This is a key reason why the lines between Public Relations, Advertising, and Marketing are becoming blurred.&nbsp;<\/p>\n\n\n\n<p>Because at the end of the day, for legitimate media outlets, there\u2019s a writer sitting down at their keyboard, looking at a blank screen, with their own agendas. And in my opinion, this wasn\u2019t only the way it was done in the pica pole days but is the way it will always be done.&nbsp;<\/p>\n\n\n\n<p>When you break it down in the simplest of terms, our jobs become very clear. We serve the agendas and needs of our media colleagues by providing interesting, timely, accurate, and concise information about our client\u2019s products, journeys, or knowledge to the media that serve their audiences. PR is the bridge between our client\u2019s efforts and our media colleagues. <strong>While the tools have changed the goal hasn\u2019t. Nor has the method.&nbsp;<\/strong><\/p>\n\n\n\n<p>If you fulfill the needs of a reporter or producer, whose mission is to serve <em>their<\/em> audience, then your client will be served as well. Now before the gods of today\u2019s PR technical gurus are unleashed on me, please let me say, I believe in modern methods and in measurable results.&nbsp; It\u2019s progress and most all progress is good if it helps achieve a client\u2019s goals. It is not good, nor is it progress, if digital analytics become the end-all in measuring the effectiveness of a PR campaign.&nbsp;<\/p>\n\n\n\n<p><strong>To repeat myself, PR is as much an art as science. How we effectively combine the two disciplines for our clients over time should be the true ROI and the one that will ultimately be rewarded<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><em><span class=\"has-inline-color has-cyan-bluish-gray-color\"><strong>About the Author: <\/strong>Over a 45-year career, Dick Grove has managed the gamut of business and consumer communications from financial and investment relations, to high-tech campaigns and products, crisis management, and the vagaries of the entertainment world. He\u2019s served in the MarCom C-Suite with companies like Itel Corpration, GE Capital, and IT&amp;T as well as a V.P. with industry powerhouse Burson-Marsteller. In 1997, the Kansas City-based Grove launched his own Public Relations firm, <a href=\"http:\/\/www.inkincpr.com\" target=\"_blank\" rel=\"noreferrer noopener\">INK Inc. Public Relations<\/a>, notable for being one of the first to utilize a \u201cvirtual\u201d PR team and \u201cPay for Performance\u201d client model.<\/span><\/em><\/p>\n\n\n\n<p class=\"has-text-align-center\"><br><a href=\"http:\/\/contribute.magazine.prowly.com\/\"><strong>Do you work in PR and want to contribute to Prowly Magazine? Give us a shout!<\/strong><\/a><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As PR professionals, we live and function in very uncertain times - politically, socially, and economically. Collectively, we are anxious as we round the bend into 2021. Our clients are looking for stability and some assurance of a return with their marketing and PR budgets. It\u2019s only natural given the turmoil of the last year.&nbsp; [&hellip;]<\/p>\n","protected":false},"author":404,"featured_media":15338,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[355],"tags":[],"class_list":["post-15337","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-measurement-and-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pica Pole or Digital Analytics? 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