11- Measuring Results

Public relations and social media are not exact sciences. It can seem pointless to try to measure them solely by the number of subscribers, readers, or fans. At the agency, we’re still somewhat resistant to citing figures and especially making projections. It’s hard to tell exactly who will or won’t choose to talk about a product. However, we’ve developed our own methods of analysis, which are based on the highest standards in our profession and on our own statistics. With our combined experience in the field, we can make predictions that are quite close to the mark. Yet this part of our business is always changing, particularly with the growth of social media, which has a major impact on our day-to-day work. We generally don't have the budget to purchase advertising space. The nature of our work is to score articles, mentions, and interviews without any money changing hands.