How do you measure the impact of earned media? I feel like UVMs are so inflated but curious what other metrics you’re looking at!

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Competitive share of voice, message pull-through, depth of coverage (mentions, features, etc.), executives quoted, lines of business covered, reaching the right audiences with the right messaging.

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Came to say this - share of voice, depth of coverage, key messages and business areas impacted

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Yes to all above but it will also depend on who your client is, what you want to achieve for them, and why. Not all impact is measurable. You can easily connect website visits and conversions to online sales of a specific product resulting from a positive story in a consumer magazine. It may be harder to measure the impact of an executive interview with a trade publication.

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Great points too :) we’ve been able to convince some of our clients to develop UTM links for outlets so we can track that too (when an outlet is willing to link it of course). But agreed, it’s not always measurable and sometimes there’s still value to an executive interview that doesn’t lead to direct conversions!

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