Me to ChatGPT: “I'm a publicist and work with many clients. In my work, we value press coverage and the associated metrics of visibility such as UMV and impressions. But how can I quantify the value of connections (such as referrals, business partnerships, counsel, etc.) that are not tied to journalism? Give me a few potential frameworks for doing so.”
ChatGPT: “Ooh girl. That’s a toughie.” (I’m paraphrasing.)
The age of digital marketing has groomed us all into thinking that every marketing effort can be tied to a quantifiable outcome: a number or a dollar. I’m seeing a lot of marketing heads veer towards the default thinking that the only PR value worth measuring is the visibility or outcome of a published article. In reality, a company with successful PR hinges on the publicist’s ability to message, network, and evangelize with the journalistic community and beyond. And to ignore that value is part of the reason why PR is the first thing to get cut in marketing budgets when the company tightens its belt.
It’s unfortunate and limited thinking, as press coverage is just one piece of the puzzle. We need to do a better job of identifying and explaining the value of qualifiable PR outcomes to clients. We do so much more than pitch articles. We create and fine-tune messaging, curry favor with influential advocates, gather important industry intel, create and foster relationships, and share recommendations. As marketers, we all need to do a better job of identifying and amplifying qualifiable public relations value when we’re at the point of measurement. I break this down into three “Rs”:
Relationships - Strategic partner introductions, aligned brands, investors, talent, government officials, vendors, influencers
Resources - Private chat or LinkedIn groups, tradeshows and conferences, new social media channels (I’ve been loving Threads these days), data insights, competitive media research
Rhetoric - Insightful messaging, memorable sound bites, talking points, crisis response, thought leadership.
No coverage report can put metrics behind those connections. In a world obsessed with vanity metrics, it’s time to redefine success in PR. It’s time to shift our focus from mere visibility to the tangible impact we create. By recognizing the value of qualifiable PR, we not only elevate our profession but also ensure its sustainability in an increasingly data-driven world.