By Michael Burke | February 4, 2020

As nearly all industries race to become data-driven, there are a few that notably lag. Among those is Public Relations (PR), which is an inherently difficult discipline to quantify. While it’s easy enough to aggregate outlet circulation/audience numbers for positive media coverage, or social shares for company content, the ability to measure its impact, much less predict outcomes, remains elusive. For one thing, the effects of media coverage can be difficult to determine through standard attribution models because there is usually no direct trail between someone reading an article and someone taking a desired action. Furthermore, the forces that shape media coverage trends remain mysterious–if we understood them, we’d understand a lot more about what makes us tick as a society.

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