In our recent webinar, Get Credible: The Role of Earned Media in Inbound Strategy, Christopher Penn, Vice President, Marketing Technology, SHIFT Communications shared his professional insight and tips on how PR professionals can highlight and harness earned media potential. Spenn identified four steps that will help companies optimize their earned media.

4 Tips for Measuring Multimedia in Public Relations

James Breen joined the #measurePR Twitter chat to learn more about measuring the success of multimedia content. Here are the main trends of the chat:


Public relations now has the ability to drive sales and growth and ultimately, revenue through more platforms than ever before. However, PR needs to be more vocal about the role it plays in driving demand, sales and profits. How can practitioners successfully demonstrate their essential skills to corporate executives? Here are three reasons why PR should matter more than ever to an organization


Public relations professionals have been using a wide array of metrics to show the ROI of their efforts to senior management. But with so many to choose from, where should you focus? Here are five metrics you should be using to measure the performance of your news release:


There are several reasons why connecting your traditional PR with social media in a consistent measurement format has not been adequately completed. It can be done, but is it done efficiently? Here are three reasons why measuring traditional and social content is currently undesirable.


There’s nothing like the fresh start of a new year! Alongside your resolutions to eat healthier, get to bed by 10 p.m. and cut down on the coffee (good luck with that), why not create a few goals for what you’d like to accomplish at work this year? New clients, new campaigns and new objectives are a great time to think about what you want to achieve in the coming 12 months and make a few...


Measurement is an important but often underutilized piece of the complex puzzle of publicity campaigns. Measuring media impressions or the number of times a message was shared on social media networks measures awareness, but it’s only the tip of the iceberg.

Online measurement is challenging. There is a lot to consider when measuring impact and ROI, and it can be overwhelming. When starting out with measuring your communications campaigns, it’s best to keep these three points in mind.