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Go Ahead…Copy Our Notes: Insights from the PRNews Measurement Conference

May 17, 2018

Co-Authored By: Kate Callan, Senior Vice President, Social Strategy; and Silje Lier, Senior Account Supervisor

Hundreds of PR professionals flocked to our backyard for this year’s PRNews Measurement Conference, a two-day workshop held here in Philadelphia. Presenters and attendees represented a variety of sectors and industries – from Fortune 500 companies to boutique agencies and academic institutions. What they have in common is a need to understand their audiences, measure their PR efforts and, ultimately, tie them to their bottom line.

The conference covered a lot of ground on utilizing analytics. Here’s our summary of best practices for strategic and impactful media measurement:

  • Define your key performance indicators (KPIs) early. What do you want to achieve? Agree what success looks like, and bake data measurement into the planning process of a campaign. If you don’t align on goals at the start, you can’t showcase success. This will also speed up assessment and reporting at the completion of a campaign/quarter, when there may be pressure or eagerness to provide results.
  • Map conversations, and identify super-connectors. We all know social listening is critical. Focus not just on the noisemakers, but identifying the influencers who keep the social media community members connected. These users will be more likely to drive a call to action among their networks, or make a key connection.
  • Create smart dashboards. Share key outcomes with data visuals pulling from online measurement tools, as well as native social media analytics, and understand what those metrics mean. Don’t forget to include benchmarks for context. (BONUS: Here’s a PRNews recap of Kate’s presentation from the conference, with a sample performance dashboard from Tonic, and other tips on native analytics and social listening.)

Presenters at the conference were asked to share a to-do list containing broader takeaways from each of their talks, which we’ve curated into a cheat sheet to apply to our PR efforts. Click the thumbnail below to view our full infographic for do’s and don’ts in data measurement – and share it with your followers.

If you would like to discuss our approach to analytics, reach out to And to keep up with future events and more from the Tonic team follow us on Instagram (@Toniclc) and add us on Twitter (@Toniclc)!