Let’s face it, increasingly blogs are yielding the power to either build or break a brand.  So for PR professionals – those ultimately responsible for their client’s reputation - it’s more important than ever to listen up, pay attention and be able to influence what’s being said online about your clients’ brands.

According to Don Bartholomew, author of ‘Proving the Value of Public Relations’, first generation attempts at measuring the extent of online coverage of your brand have predominantly relied on traditional media metrics like numbers of impressions. But Don believes that 2008 will see a stronger push toward specialised metrics to understand online engagement and dialogue, rather than just exposure.  He rates online analytics as the top measurement trend for PR in 2008. (more…)

Filed under: Consumer Generated Media, Public Relations by Giles Palmer