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@ginidietrich Exactly right, and I don't really see many folks inserting those unique measurable identifiers into their communications just yet. Keep informing and reporting!!
2 years ago on Seven Metrics PR Should Track to Gain Respect
Excellent post Gini. As one who lives at the intersection of PR-advertising-marketing as head of marketing for Business Wire, establishing measurable goals and working in conjunction with all aspects of communication is critical for PR. In fact, PR is ideally suited to take a lead as all areas of communications becomes a dialogue and not a one-way message. That's the PR sweet spot. Help inform and influence keywords used throughout the organization. Track and measure links and measure calls-to-action and different touch points in the communications cycle against organizational goals.
As a judge for PR awards, it's tremendously disappointing to see the measure of success being media impressions, growth in Twitter followers and increases in Facebook likes. Step it out - how are those things moving your agreed-to measurement metrics?