Underneath the hood, there are several key metrics that marketers should use to measure success that is usually derived from public relations and communications reporting. And if your comms / PR team isn’t using these metrics – they must. Metric #1: Sentiment Coverage sentiment scores are a good way to understand the impact public relations and communications programs are having on your brand health. Sentiment, as measured by the positivity or negativity of coverage of your brand, can help provide a marketplace baseline for other brand favorability metrics. Sentiment will fluctuate regularly. This variability will enable your marketing analytics teams… Read More
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