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ROI on PR efforts are measured by:rnrn

Gross Media Impressions: How many viewers, listeners or readers saw or heard the story.rnrnAd Dollar Equivalency: The comparison of how much it would cost in advertising dollars if a company placed ads that ran on the outlets during that timeframe and length of time.rnrn
Message Pull Through: Indication of how many times core messages were conveyed in a story.rnrnWebsite Clicks: Spikes in Website visits during a PR campaign. For example, there should be some measurement of traffic right after a SMT. Same goes for phone calls if a phone number is given.rnrn

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