Internet marketing is not the only online instrument suitable for branding purposes. Public relations have also shifted to online media these past few years. Similar to online ads and marketing, online public relations campaigns are becoming very popular among brands and companies due to their measurable nature. It is easy to track the success of a PR campaign online with the help of several key metrics.
According to studies by George Washington University and its online SPR program, there are 5 key metrics that can be used as key performance indexes or KPIs. Aside from impressions, PR professionals and brand managers can also track items (the number of news stories and posts generated by the PR campaign), engagement, mentions and reach. All of these metrics can then be analyzed to measure the effectiveness of a campaign.
Be sure to read the full infographic, Measuring Online PR Effectiveness, by George Washington University.