ROI and online PR

Posted on: July 2, 2007

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.


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Tom Watson

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