Earned media attribution is broken and most digital PR agencies take advantage of that.
The problem: a publication covers your research, you get a link, rankings improve two months later, revenue goes up. Proving the causal chain is nearly impossible.
What good PR agencies should be measuring:
- Total coverage mentions per campaign
- Referring domain quality (not just count)
- Branded search volume trends (covered by Google Search Console)
- Share of Voice in target keyword clusters
- Direct traffic from publication referrals
None of these are perfect proxies for ROI. But together they build a picture. If you're paying for PR and the only metric you're getting is "links earned," demand more. The distribution of where those links came from matters as much as the number.
The Press Hook
@ThePressHook
Earned media attribution is broken and most digital PR agencies take advantage of that.
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