By DAVID SABA
Quantifying public relations efforts has always been a challenge in the advertising industry.
How do you measure changes in brand recognition? How do you know if PR is having an impact on sales?
Ten years ago, PR professionals would use “advertising equivalents” to measure efforts. For example, if a publicist worked with the client and a reporter to contribute to a news story that was published in The New York Times, the PR team would figure out what an ad that size would cost and place that value on the article.