PR Professionals needs to listen and be responsive to the media. Marrying corporate strategy with PR strategy takes skill, as does the setting of measurable PR objectives.
If you are with a PR agency or in-house PR representative, you will know it is no simple task to review your or your client's media monitoring and evaluation requirements. AI is increasing capabilities that must be balanced against the need for continuity. You need to trust in the process being employed to collect and analyse your exposure.
With so many metrics available, being informed is critical. Not only within the department but also among the greater corporate leadership. Transparency is key - don't get lured into an analysis system which feels like a black box.
There are many tools to help estimate cause and effect. For example, the combination of effective monitoring and a tool like Google Analytics can highlight the elements of campaign which work. It can track a route through the media properties before making a sale or other call-to-action.
