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Proving the Value of PR & Marketing – Tools ROI Series

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Every year, we survey our clients and ask about their goals. The main concern we hear is demonstrating ROI from PR and marketing spend. We don’t just hear this from our clients; it’s a common topic in the PR industry. The question I often get is, “What tools do you use, and do they help show the value of PR?”

At Next PR, we use a host of tools every day to help us gauge the effectiveness of our PR efforts and help our clients meet their business goals and objectives. We’re launching a new blog series to dive into each of these products and how they demonstrate ROI.

The first tool in our series is Google Analytics. Check back here over the coming months to read the new blogs as they are released. Enjoy!

 

Google Analytics

Google Analytics answers just about every question you could possibly think of when it comes to web traffic including how many people visited within a certain time frame, where they came from and more. Our team of Google Analytics certified professionals can help you measure website traffic results and show how people are interacting with your web content. Read our blog on Google Analytics to see how we use this tool to measure the value of PR and marketing.

 

Signal AI

Signal AI is the best tool to help you keep a pulse on media coverage in real time. We also use it to keep track of our client’s competitors and industry trends. This tool is invaluable at helping show our client’s market share in their respective industries.

 

Sprout Social

Every great PR strategy includes social media, and we have partnered with Sprout Social as the best platform to get it done. Sprout Social gives brands the ability to manage all their social media accounts from one place and provides in-depth analytics to understand what types of content resonate most with their audience.

 

CoverageBook

Are you still tracking media coverage in a document or spreadsheet without any metrics? With CoverageBook, this process becomes almost automatic. This tool allows us to measure how each piece performed and how you are progressing toward your overall objectives.

 

BuzzSumo

We have all these other tools, so why BuzzSumo? This tool helps us generate ideas, create high-performing content, monitor the performance of published articles and identify influencers to form relationships with.


Demonstrating the value of PR and marketing spend will always be a top priority in this industry. By using a combination of the tools above, we can illustrate how our efforts are contributing to our client’s business objectives and driving leads through their sales funnels.

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