As a matter of fact, digital experts usually are struggling to understand how to evaluate their PR efforts in terms of conversions and other business metrics. Yet, my sense is that the problem lies deeper and it comes from not setting up clear and measurable goals. I run PR campaigns for my clients on a regular basis, and in this speech,
I want to share how I've solved various problems (not only with measurement, but also with performance). I'll use examples of the real-life campaigns to illustrate why one strategy is excellent to follow and the other is a total failure.