PR is best used for long-term, awareness-centric brand building, contributing to the top of the funnel. However, the pressure is on for PR professionals to clearly define the impact of their work, similar to shorter-term, easily measurable and trackable performance marketing tactics.

In our guide, “Modernizing PR: Looking Past Impressions,” we share qualitative evaluation methods and how to use them to prove your PR dollars are working.

You will learn:

• Reasons to move beyond impressions
  
• Three ways to improve your PR measurement approach
• How to easily incorporate these into your reporting for more comprehensive results