What do you tell your CEO who wants ROI on PR campaigns?

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Until they can provide you with the team or ability to proper attribution, which is usually a data scientist, and not someone on comms, it's an uphill battle. you could bring this up and say that you understand there are some consultancies that help with this, but creating cohorts who have or haven't seen certain placements is going to be difficult (maybe could be done on a geo basis). Which then just brings you back to the same metrics as always.

Basically try to understand what the ROI they want to see if and illustrate that making that connection has proven to be difficult for everyone in the industry so far. so you'll have to come up with your own set of heuristics in terms of evaluating if something is worth it or not (that he or she buys into)

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I fear the next question will be, "What's the ROi on our crisis management communications?" I'd steer them to something more along earned media, SOV or some of the social media monitoring measurements. (An Admitted rube though.)

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Make them believe what they want to believe.

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Agree a kpi, see if you meet it. Lots of different metrics you could use

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I'd tell them to fire me if a scandal on them comes out. Win-win situation, because you don't wanna go deal with a crisis.

Incremental lift studies?

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