With clients increasingly looking for ROI on their PR ventures, the ease with which online activity can be tallied is an asset. The trick is measuring the activity that will accurately gauge the success of a PR campaign.
"The challenge with interactive is really getting a good understanding of how consumers are engaging the brand," says Steve Latham, CEO of Spur Digital. "By correlating Web traffic with PR mentions, you can measure the impact of PR on interactive engagement."
When there's a ...