When traditional PR metrics like volume and reach are reported, the comms function isn’t valued. This is because they’re not speaking to the overall goals of the business. Starting to ask yourself what your comms function is trying to achieve will help determine the right metrics to use, but what do these look like? In this session, PR measurement expert Neil Morrison will discuss the pitfalls of selecting the wrong metrics, and demonstrate how to use Signal AI to demonstrate the impact of comms. He presents how to:
- Access reliable sentiment data to help organizations understand their perception
- Harness topics, such as ESG, to understand the areas your business has a greater share of voice
- Highlight coverage of high salience and perform effective competitor comparison