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I recently wrote a piece here on what ROI really looks like in company PR campaigns. Consider this part 2 of that discussion because we’ll now go beyond how ROI “success” is defined in terms of outcomes for your company and take things a step further by presenting tools and technologies you can use to evaluate your PR impact empirically.
First, it’s important to understand what we mean when discussing ROI tracking. At my company, a boutique PR firm that services a wide array of industry sectors, we track results across three main categories — website, social media, and press —
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