In today's competitive marketing environment, the need to attribute a return on investment has never been more important. Many public relations (PR) professionals, however, are hyperfocused on brand awareness.

Unfortunately, just focusing on brand awareness won't help prove ROI. Instead, PR pros need to focus on what really matters to clients: revenue.

For years, the primary key performance indicator (KPI) in PR has been the number of impressions. Publicists are often trained to focus solely on that metric as a measure of success. However, the "number of impressions" just doesn't cut it for young and aspiring marketing directors looking for direct ROI and diving into the data day in and day out.

So, many traditional PR agencies are missing the mark. To reflect the current expectations of big brands, you need to understand that brand awareness isn't going to get you anywhere unless you can tie your PR efforts back to ROI.

You may be asking yourself, "How do I put brand awareness on the back burner? What else should I be focusing on?"

1. SEO

When doing PR, you have to remember what channels are the most measurable. And anyone who knows anything about digital marketing knows that SEO is the king of measurable channels. Because of this, it only makes sense to partner up with SEO.

PR can play a huge role in the success of an SEO campaign by supporting the SEO team's efforts and acting as an assist to help increase keyword rankings, the overall health of the website, and brand recognition.

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image of Kate Lobel

Kate Lobel is public relations manager at Power Digital Marketing, an agency that helps companies understand digital marketing and realize the opportunity gaps online within their industry.

LinkedIn: Kate Lobel