Measuring the Effectiveness of PR Efforts:Are You Busy or Indispensable?

© Copyright 2010 Dow Jones and Company

Measuring the Effectiveness of PR Efforts:Are You Busy or Indispensable?

Aligning measurement with business objectives

Basics of measurement PR measurement of new

and traditional media Social Media ROI Cost effective tools &

applications Post evaluation:

Leveraging results

Lars VoedischRegional Head – Media Intelligence, APACDow Jones and [email protected] @larsv

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What we will do today?

Understand that it’s not enough to LOOK busy

NOT talking about ROI!

Focus on KPIs

Look at CONTEXT

Hear about REAL problems and REAL solutions


Why measure media coverage?

Quick discussion in small groups:

Why do youwant to measure ?


Why do youwant to measure ?


Why measure media coverage?

Reason 1: Demonstrate value of PR (e.g. Outputs)- What key initiatives did you drive? Results?

Reason 2: Plan & evaluate communications activities across channels and markets (e.g. Outtakes)- How do you connect to publications & journalists,

campaigns; what’s your brand perception? Reason 3: Strategic Communications (e.g. Outcomes)

- How do your results relate to the budget allocation? Do you measure KPIs linking PR to business results? What is the value PR adds your organization?

Reason 4: Discovering opportunities and threats (Radar)- What’s happening in the industry, with my clients; is there

a crisis, are there issues…?


Managing what you measure, identifying the right objectives & setting smart goals

1) Aligning measurement with business objectives

Too many communicators work very hard on tactics…

…that DON’T support corporate goals!

Too many communicators work very hard on tactics…

…that DON’T support corporate goals!


Align Corporate Communications to Achieve Business Goals

Source: Align Corporate Communications to Achieve Business Goals, David Meerman Scott, A Dow Jones/Factiva Whitepaper




Make business GOALS your communications goals, then develop STRATEGIES:




Conduct a gap analysis to understand your benchmarks and to decide what are your priorities Choose metrics to measure the results




You can’t manage what you don’t measure What impact do your programs have – what are the

results?



Example: Bicycle Manufacturer The challenge is to measure your success in a

meaningful way!




Example: Bicycle Manufacturer





The challenge is to measure your success in a

meaningful way!


Monitor Analyse Discover

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Engage

& pinpointbetter the influential

Planning, Execution, Controlling

Communications Objectives & Strategy

Originally, measurement is post-mortem analysis.

For fast environments, it becomes near-time!

Business Objectives

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Simple start: Smart Goal Setting for your (Social) Media Strategy

Goals drive the type of measurements you are going to use

What’s your ultimate objective:1. Awareness2. Image / Reputation3. Sales4. Cost savings5. Something else?

Source: 25 Must Read Social Media Marketing Tips


Managing what you measure, identifying the right objectives & setting smart goals

1) Aligning measurement with business objectives

Key learnings?Key learnings?


Input vs Output vs Outcomes PR is always comparative: What’s your

benchmark? Field studies, media content analysis, etc

2) Basics of measurement: Key approaches that give you the right kick-start


How to measure media coverage?


What do youcurrently

measure ?


What do youcurrently

measure ?


What’s your share of voice?

What can we look at?

What are the main topics?

Where is the conversation?

Who’s talking?

What’s the context?


Understanding PR Measurement

1. Measurement is research, research is measurement.

2. PR should link communications and business objectives.

3. Measurement must move beyond simple outputs.

4. There is no singular industry standard.

5. Approaches to measurement are evolutionary.

“We aren’t in the business of securing media coverage. We’re in the business of projecting and

protecting the reputations of organizations.”Alan Chumley, Director of Measurement for Hill & Knowlton, Toronto


Determine what success looks like

Benchmark- What’s your image now in your core markets

Conduct a rigorous self-assessment- Spend time up front to know what you’re getting

into. Ask: “Why do we want to measure?”

- Whose perception do you want to impact? - Don’t start too wide -- it can distract from core goals- Identify the KPIs which will show success


Turn Output into Positive Outcomes

What do you want to do with the data you gather?- Justify spend and headcount- Help prove your value to your organization

Don’t be afraid of what you might find:- Finding out that you are not who you thought

you were should be seen as a success, not a failure of the initiative.

Promote your successes internally Reassess.

Source: Using Public Relations Research to Drive Business Results, Institute for Public Relations


Turn Output into Positive Outcomes

Outputs- what is generated as a result of a PR program or

campaign Outtakes

- what audiences have understood and/or heeded and/or responded to

Outputs- quantifiable changes in awareness, knowledge,

attitude, opinion and behavior levels



Too dry,too

theoretical,too

complicated?


Example – FIFA Worldcup

Won 6 games

Won 5 games

8 goals scored

16 goals scored

7 matches played

7 matches played

OUTCOMEMETRIChas to answer“So what?”

OUTTAKEMETRIC

OUTPUTMETRIC

ACTIONGOAL

2010 World Champion

Win matchesScore goalsPlay in the final round in South Africa

Become the best country

WORLD CHAMPION

3rd Place

How to translate this to PR?


Typical Output, Outtake and Outcome Metrics


# of requests for information

% awareness of your brand% considering your brand% preferring your brand

# meetings# of speaking engagements# of blog mentions# of reviews# of media contacts made# of news releases sent

Place product reviewsInitiate speakers programProactive blogger outreach

Sales Leads


OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

GOAL


Typical Output, Outtake and Outcome Metrics





Place product reviewsInitiate speakers programProactive blogger outreach

Sales Leads


OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

GOAL

BYO: Build your own KPI framework,

suiting your requirements, capabilities and resources


Example DHL: Built our own KPI framework,

suiting our requirements, capabilities and resources


Business Goal:- Sell more Palm Centro phones

Communications Objectives:- Introduce lifestyle & non-tech media influencers- Attract fashion phone upgraders - Encourage Palm handheld users to change to a smartphone

Measurement Metrics:- Outputs:

- Number of articles- Audience reach

- Outtakes: - How favourable is the device viewed by the media- Is the coverage on message

- Outcomes: Number of phones sold Result:

- Close to 80 articles; most positive (rest neutral); nearly all on message

Case Study : Measuring PR’s Contribution to Sales


Business Goal:- Sell more Palm Centro phones

Communications Objectives:- Introduce lifestyle & non-tech media influencers- Attract fashion phone upgraders - Encourage Palm handheld users to change to a smartphone

Measurement Metrics:- Outputs:

- Number of articles- Audience reach

- Outtakes: - How favourable is the device viewed by the media- Is the coverage on message

- Outcomes: Number of phones sold Result:

- Close to 80 articles; most positive (rest neutral); nearly all on message


Messaging, email, built-in capabilities to view & edit documents and access to over 20,000 applications, makes the Centro THE customizable mobile companion for dynamic junior-to mid-level professionals to help them managing their busy work and social live

Through it’s intuitive user interface and the combination of touch screen and keyboard, the Centro is the ideal partner for young, energetic and sociable users who want a smart phone to organize their lives and relationships on the go

Choosing the Centro is the ultimate smart decision for fashion phone upgraders who want both style & smart phone functionalities

Increasing personal productivity on the go

Easy-to-use –not just ‘another’computer

It’s time for a smart decision

Key Message CKey Message BKey Message A

Tone Analysis

No. ofPositivesNo. ofNeutralsNo. ofNegatives

Tone Analysis

No. ofPositivesNo. ofNeutralsNo. ofNegatives

On-Message Analysis

23

3

No. On Message

No. Not On Message

On-Message Analysis

23

3

No. On Message

No. Not On Message



Business Goal:- Sell more airplane tickets

Communications Objective:- Drive traffic to web site from press releases and media

stories Measurement Metrics:

- Outputs: Number of articles- Outtakes: Awareness of Southwest service to the region;

% increase in unique visitors to web site from PR site- Outcomes: Number of tickets sold

Result:- Over $40 million in ticket sales from press releases.



Case Study: Media PerceptionsUK General Elections 2010


Since WW II, the UK did not have a coalition government

It is the first time TV debates for the candidates were introduced

Gordon Brown did not go through public elections before

UK strongly affected by global financial crisis

UK Elections - Background


Public Timeline: Traditional vs. Social Media

Analyze

06 Apr – Brown calls elections



Analyze

16 Apr – Clegg ‘wins’ first TV debate (Domestic policy)



Analyze

22 Apr – Second TV debate helps Cameron and Clegg (International affairs)



Analyze

28 Apr - Brown calls 65-year-old widow ‘bigoted woman’, apologizes



Analyze

29 Apr – Cameron does well during third TV debate (Economy & Taxes)



Analyze

6 May – Polling Day



Analyze

11/12 May – Government forms, Cameron becomes PM

Social vs Traditional Media:• Higher amplitudes• Looking for ‘news’• Generally in-sync


Early stages: Brown dominates until first TV debate

•06 Apr – Brown calls elections

•16 Apr – Clegg ‘wins’ first TV debate

Brown dominates the media


Phenomenon Clegg: Liberal leader’s star starts rising even before the first TV debate

-Nick Clegg’s rise started before the 1st

debate – not only down to TV appearance.

-Comparing days immediately before and after the debate, Cameron lost ground, Clegg gained ground Brown remained stable (based on volume).


Candidate Presence – Cameron 2010

Clegg received more media attention than eventual Prime minister Cameron until shortly before the confirmation of a conservative led government.


Domestic Issues – Immigration / Crime

• Immigration – Brown – (31.03.) – “Controlling Immigration for a Fairer Britain” keynote speech

• Immigration – Clegg – (16.04.) – “good/bad immigration”, “other parties talk tough on immigration, but deliver chaos”

• Crime – Brown (10.04.) – Campaigning for DNA database

• Crime – Clegg – (16.04.) – Prison reform & deterrents for young offenders (However, ascent started pre-debate with manifesto)


Domestic Issues Dominating ElectionsNo real topic ‘Ownership’

•Clegg’s immigration policy plans caused much controversy

•Brown did not manage to dominate economic topics after all

•Conservative topics like Crime and Education were not picked up enough


Clegg gets attention through controversies

• Incumbent PM Brown was largely shown in a neutral context

•Liberal Clegg caused the most emotional reactions – but stayed top-of-mind

•Challenger Cameron could actually not win a significant favourable public perception


Twitter coverage follows the traditional media timeline, but is much faster – with the news and gone again

Social Media: Short lived in Attention

Source: Trendistic




Source: Trendistic

#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch




Source: Trendistic

#leadersdebate: 5.5% of total twitter activity during first TV debate -that's as big as ipad launch

Social Media in general – and even more Twitter does NOT WANT to play by traditional media rules.

Hence, it is largely casual speak: emotional, not balanced – from the heart.


It’s the first mass-media influenced election

- TV debates

- NOT (yet) social media

Driven by domestic issues

Everybody lost

- End of Labour government

- Tories have to form coalition

- Liberals could not ‘cash in’ the Clegg bonus

UK Elections - Observations


Input vs Output vs Outcomes PR is always comparative: What’s your

benchmark? Field studies, media content analysis, etc

2) Basics of measurement: Key approaches that give you the right kick-start



3) PR measurement of new and traditional media

Differences, challenges, and the right approach to take


Media Measurement is not (only) about Search Most free tools help you

with your search efforts –maybe with monitoring

What about analysis and measurement?


Media Measurement is not (only) about Search

- Are all sources important? Are you excluding your own marketing?

- Relevance vs. dates- Normalization (Coke vs. Coca Cola); want to include

other brands (e.g. Sprite)?- Are we getting the correct meaning of “coke”

- Numbers are only approximations (what about duplications?)


Social Media Relations: Everything Changes!?

Everything ChangesEverything Changes It’s about two-way

conversations You’ve to deal with more

channels We HAVE to listen and

understand what’s said about us!

What about those negative comments and posts?

The game get’s so much faster

Nothing ChangesNothing Changes You’ve to manage

relationships So it’s wires, print,

broadcast – and social media

You already: monitor and analyze your media coverage

Not every negative comment means a crisis

Already forgot newswires? Look at trends over time


Monitor Analyse Discover

research & promote the buzz

issues, trends& strategies for

impact

opportunities &risks in time

to act

Engage

& pinpointbetter the influential

Planning, Execution, Controlling

Communications Objectives & Strategy

Originally, measurement is post-mortem analysis.

For fast environments, it becomes near-time!

Business Objectives


It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.Warren Buffet

Case Study: Automotive Monitor


What is the context? Monitor Analyse

Break it down:

The best way to analyse the big

picture is to break it down.


Analyse

Where is your brand

discussed??How good is your

brand image?

Ready to dive deeper?

What are the important trends?


Analyse

Who are they talking about?

Ready to dive deeper?

How is your media footprint

globally?

What topics / issues are discussed?


Where does it happen vs. where

does it start?How does the story play out in traditionaland social media?

How bad (good) is it?

Example: Toyota Crisis Analyse


Discover

iPhone

Discovery Issues in Time to Act: Toyota Crisis’ Key Topics

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


Discover

iPhone

Change: Mainly Positive Topics Now for Toyota!

“This is not about searching knowns, this is about

uncovering unknowns and understanding the context.”


3) PR measurement of new and traditional media

Differences, challenges, and the right approach to take



Myths and Realities How to quantify efforts

in blogs, Twitter, etc.

4) Social Media ROI: Measuring your online success


Media Analysis: Stop confusing ROI with results, and measurement with counting

“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.

Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.

You note the change, analyze the reasons why, and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne


Media Analysis: Stop confusing ROI with results, and measurement with counting

“Measurement is not counting. Or monitoring. It is not the number of followers, friends, rankings, or scores.

Measurement is a process that requires you to compare results against something — either with your competition or with your own results over time.

You note the change, analyze the reasons why, and improve your program accordingly.”

Source: Stop confusing ROI with results, and measurement with counting, KD Payne

Show you’re busy –or indispensable?


Myth: Are you sure you mean ROI?

RR..OO..II..RETURNRETURN ONON INVESTMENTINVESTMENT



RR..OO..AA..RETURNRETURN ONON ATTENTIONATTENTION



RR..OO..EE..RETURNRETURN ONON ENGAGEMENTENGAGEMENT



RR..OO..PP..RETURNRETURN ONON PARTICIPATIONPARTICIPATION



RR..OO..TT..RETURNRETURN ONON TRUSTTRUST



RR..OO..II..RETURNRETURN ONON INVOLVEMENTINVOLVEMENT


ROI is a business metric, not a media metric

ROI =COST OF INVESTMENT

(GAIN FROM INVESTMENT - COST OF INVESTMENT)

Can you connect your PR investments ($$$ ) with the financial impact, e.g. sales or savings ($$$)?


Real ROI requires you to connect investments, activities and financial impact!

Source: The Brandbuilder – Basics of Social Media ROI

Investments leading

to activities

$$$Financial

Impact$$$




(OUTTAKES)(OUTTAKES) (ACTIVITIES)(ACTIVITIES)


ROI in Social Media? Yes and No!



Typical Output, Outtake and Outcome Metrics for Communications





Place productreviewsInitiate speakers programProactive blogger outreach

Sales Leads


OUTTAKEMETRIC

OUTPUTMETRIC

ACTION (INPUT)

GOAL

If not ROI, what do I do? Build your own KPI framework,

suiting your requirements, capabilities and resources


Social Media

–where

to start?

2 things might help:

1)The inequality of the web

2)The concept of targetmedia


90-9-1 Principle: The Inequality of the Web

Source: Jakob Nielsen - Participation Inequality: Encouraging More Users to Contribute


Who Are You Listening to –Are You Catching the Long Tail?

How many relevant social media sites are there? How many should or simply can you monitor or

even measure?

Source: http://www.longtail.com – Chris Anderson

Reach vs. Influence


Blogs Facebook Twitter Youtube

Let’s get more concrete:Ratings worth monitoring on …


Unique visitors per month to your blog Total posts read Subscribers to your RSS / email feed Independent credibilty ratings by external

authorities such as Klout, Compete.com or Hubspot

Number of comments Who is commenting (small players or major

players) Links Time on site

Ratings worth monitoring on Blogs

Sources: 20 Social Media Ratings You Should Be Monitoring


Unique visitors per month to your blog Total posts read Subscribers to your RSS / email feed Independent credibilty ratings by external

authorities such as Klout, Adage, Compete.com or Hubspot (with its website and blog gradings)

Number of comments Who is commenting (small players or major

players) Links Time on site

Ratings worth monitoring on Blogs



Number of fans Types of Fans (ordinary or high value) Comments

Ratings worth monitoring on Facebook



Number of followers How many lists you are on How many ReTweets you are generating The number of Direct Messages Followers-per-tweet Klout rating

Ratings worth monitoring on Twitter



Number of views Number of subscribers Quantity of comments

Ratings worth monitoring on YouTube



Myths and Realities How to quantify efforts

in blogs, Twitter, etc.

4) Social Media ROI: Measuring your online success



Cost effective tools & applications

5) Measuring with a tight budget


Cost efficient tools that work

Quick sharing:

Which tools do you currently

use?

Quick sharing:

Which tools do you currently

use?


Start Here: Simple Tools for Basic Analysis


Start Here: Simple Tools for Basic Analysis

Remember the order and context:

1) Objectives

2) Strategies

3) …

4) Measurements: What for?

1) Outputs

2) Outtakes

3) Outcomes

Remember the order and context:

1) Objectives

2) Strategies

3) …

4) Measurements: What for?

1) Outputs

2) Outtakes

3) Outcomes


Looking at a more holistic picture


Use the Right Tools and Correct Content Not all approaches are right for all

companies Assess who you are

- Your staff’s capacity; history with “high-tech” tools

Traditional vs. Social Media- Which channels are you looking at?

Understand what you can / can’t do alone- Hint: Simple search won’t cut it


Cost effective tools & applications

5) Measuring with a tight budget



Leveraging results for management buy-in and strategic improvements

6) Post evaluation



6) Post evaluationYou want a seaton the board table?

You want a seaton the board table?


Translating PR results into the language of business

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• 60% of companies (PR Week) are measuring PR/ Communications at the request of senior management. – Better start before management asks for it

• Use multiple metrics – Show the whole picture through Communications KPIs

• Connect the dots between clip counts–trends in coverage and favourability


Indispensable? Use KPIs to show your contribution!

Source: Dow Jones E-book: “Talk to me – 10 tips for translating the PR results into the language of business“.

• Set your sights on the competition – show the context

• Top executives only need a high-level summary of results

“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.

“…From an executive’s viewpoint, it can be interpreted as the difference between the PR team being busy and the PR team being indispensable.


To act strategicly, you’d need a strategy…

Quantitative and qualitativeQuantitative

Smart tools & analysisOnly human analysis

StrategicTactical

Pro-activeReactive

The world of sites, titles, blogs, videos

Handful of key titles

Media Analysis & KPIsClip books

Managing outtakes & outcomesManaging activities & outputs

Benchmarking messages, competitors

Counting clips

NOW: Outtakes & OutcomesTHEN: Activities & Outputs


Measurement is a Process

Planning

ExecutionEvaluation

Situationanalysis

The measurement process is formed around some basic questions:

What were the goals we wanted to achieve in the first place?

What do we want to measure against?

What do we want to compare?



6) Post evaluation



Time for an exercise?


Reputational Risk: It’s all about perception...

Emergence:Issue getspublic

Spreading:Growing interest

Establishment:Full crisis

Erosion:Relevancedeclines

Potential:Known areas

YOU?


Exercise: BP = Best Practice? Form groups of 5-8 people You are the global communications team for

BP now Think about one on-line and one offline

campaign in context of the Output, Outtake and Outcome framework that you would do

Use the template go guide you Share after 10 minutes

http://www.prnewsonline.com/features/Crisis-Expert-With-Oil-Industry-Experience-Weighs-In-on-BP_13958.html?hq_e=el&hq_m=1987647&hq_l=1&hq_v=0af9001ba1


Outlook & Summary


Wrap Up: Strategic Media Measurement Keys to Success

1. Determine what success looks like

2. Use the right tools with the correct content

3. Have a plan to turn output into positive outcomes

4. Collaborate across markets and divisions to establish a consistent measurement program

5. Consider the impact of measuring across languages and cultures


1. Determine what success looks like

Benchmark- What’s your image now in your core markets

Conduct a rigorous self-assessment- Spend time up front to know what you’re getting

into.- Staffing and ongoing investment

Ask: “Why do we want to measure?”- Whose perception do you want to impact? - Don’t start too wide -- it can distract from core goals- Identify the KPIs which will show success


2. Use the right tools and correct content

Not all approaches are right for all clients. Assess who you are

- Your staff’s history with high-tech tools Traditional vs. Social Media

- Are you exposed by not monitoring social media?

Understand why you shouldn’t do it alone- Hint: Search engine’s won’t cut it


3. Turn output into positive outcomes

What do you want to do with the data you gather?- Justify spend and headcount- Help prove your value to your organization

Don’t be afraid of what you might find:- Finding out that you are not who you thought

you were should be seen as a success, not a failure of the initiative.

Promote your successes internally Reassess.


4. Collaborate for Consistent Measurement

• Get all markets and divisions on the same page.- Save time and money with one approach (e.g.

through assigning a 3rd party)- Identify the global issues each unit has in common. - Establish consistent metrics with one methodology

But don’t forget to stay local. - Include sets of issues and competitors specific to

each region - Measure in the local language


5. Consider the impact of measuring across languages and cultures

Some campaigns, markets and products cross borders and some don’t

Your vendor should speak your languages- Not just transliteration of search strings

Ensure equal measurement approaches in multiple languages- Normalized content structure and search

approaches


What we did today?

Understand that it’s not enough to LOOK busy

NOT talking about ROI!

Focus on KPIs

Look at CONTEXT

Hear about REAL problems and REAL solutions


Best Practices in Media Measurement

Use an objective evaluator - Think about governance

Think cause and effect - Connect communications activities to bottom-line

business results- Match metrics to your PR strategy and objectives

Think scalable- Marry human and artificial intelligence to cost-

effectively manage large volumes of information


Media Measurement: Where to Start

Three Keys to Success Determine what success looks like

Use the right tools with the correct content

Have a plan to turn output into positive outcomes


Questions?


Thank you.


Measuring the Effectiveness of PR Efforts:Are You Busy or Indispensable?

Appendix



Outcomes The effects of communications: i.e. numbers of

people attending your exhibition or show because of the media coverage, number of web hits, etc.

Distinguish between outcomes and outputs Outcomes are the effect of your communications

(see above) Outputs are the number of media releases

issued, number of media attending events, number of column centimetres and stories, reach of media coverage, etc

Outcomes and Outputs


How to use Media Evaluation to best effect

Set your objectives carefully: all good research starts here Define your target audiences: who, when, where and why? Identify your key messages: write them down, be clear and consistent It’s the content that counts: consider what issues affect you and your

sector Don’t just think about your own coverage: consider your competitors’

too. Watch for bias: when sourcing materials and interpreting the results. Decide what output or report you need: not what the others want to sell

you. Win commitment at Board level: by demonstrating measured results. Share results with the other departments: their interest may help shape

the budget. Use the results: this is for planning and sharing, not for sitting on the

shelf. How timely do you need results?(AMEC, 2005)


Key Benefits of Media Evaluation

To demonstrate the influence that media coverage can have on the attainment of PR objectives

To facilitate more effective audience targeting and reinforce other aspects of PR planning

To analyze key message pick-up in media and among journalists and their audiences

To gather intelligence about a sector, trends and issues (historic and future), and an organization and its peers’ perception in the media

To provide a benchmark against which to measure the effectiveness of media coverage both during a PR programme and in the final analysis

To help build the credibility and influence of PR in organizations, and demonstrate PR’s contribution to strategic business decision-making

To provide a ‘hard’ measure of success to reinforce the case for an expanded role for PR.

Institute of Public Relations Toolkit, 2003


The Future of Media Measurement

Improvements to the mix of humans and machines

Technology improvements around:- machine translation- automated sentiment detection- speech to text (to harness video and podcasts)- discovery algorithms

Improved integration of print media measurement with online advertising metrics, market surveys and other data used for KPIs.

More workflow integration of media measurement tools

Measuring the Effectiveness of PR Efforts:Are You Busy or Indispensable?

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