ROI and online PR
David Phillips has just posted a podcast on his site about ROI and the measurement of online PR. It follows on from earlier discussion on DummySpit about “pullability” as a measurement of the associative referencing of online communication. From this discussion, the concept of “out-pull” as a measure was proposed. It has received a very positive reception from practitioners and academics.
Is ROI a relevant measure? Listen to David’s views. As he says, analysis shows that the measurement of online PR and communications is not an easy task and not given to financially-based measures.
