Measurement

Reach and Message Quality

• Impressions and advertising equivalency
• Share of voice (client coverage versus others in the industry)
• Qualitative analysis of messages
• Online analytics for reach and keyword consistency
• Change in SEO results

Behavioral Change

• Industry analysts and reviewers upgrading of recommendations and reviews
• Increased stock price
• Higher level of leads and lead conversions tracked back to PR
• Increased website and social network site traffic attributable to specific PR initiatives
• More positive word of mouth and advocacy over social media networks
• Reduction of web-based negative comments