PR has always had a hard job proving it's worth. Over the 20 years I've been working in the industry I've used everything from AVE (Advertising Equivalent), to PR value and Impressions and Reach when looking at digital content. This article in Influence Magazine looks at how Google Analytics can help, and is something I'm using for an online retail client I'm working with. If you're about to embark on a digital PR campaign it's well worth a read.
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