A Look at How Companies Can Quanitfy the Power of PR
We often think of PR ROI as the result of media attribution and the growing trend of tying earned media directly to business outcomes; however, that is only half the story. As tech giant Adobe has proven, better ROI also comes from improved efficiency, which they achieved by reducing team and agency hours and consolidating tools.
By partnering with Cision Insights' media analysis experts, Adobe's communications team discovered efficiencies to improve their PR ROI.
After conducing a data-informed, fact-based communications analysis, they discovered the following:
- Cision media monitoring captured 82% of all content, while all of Adobe's other sources combined captured only 37%.
- 18% of Adobe's target media list was responsible for 75% of all quality coverage, meanwhile, 35% had not generated a single story in the last year.
- Introducing a centralized approach to monitoring and analysis reduced agency involvement by hundreds of hours and reduced reporting turnaround times by 67%.
- Adobe uncovered time and cost savings of 25% by adopting a single global methodology and reducing the number of research reports produced.
These findings won Adobe's communications team the support they needed to revolutionize their media monitoring and analysis framework and focus their media outreach and measurement efforts on media that delivered optimal results.
Download the story to dig deeper into Adobe's finding and what they did to increase efficiency and improve ROI.
Read more about how Cision supported Adobe's PR efforts in PRNEWS here.