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Affect’s Sandra Fathi Discusses PR Measurement Mistakes with Mark Ragan

By Affect Team | On June 7, 2013

All PR professionals struggle with one question: how do you measure the impact of PR? PR can be a revenue center for any company if you develop PR programs with business goals in mind and know how to measure the ROI.

Sandra Fathi, president and founder of Affect, talks with Mark Ragan of Ragan.com and PR Daily.com on how to avoid the following measurement mistakes:

  1. Not measuring your efforts at all. 
  2. Measuring the wrong interactions.
  3. Not building KPI’s into the program.

In today’s digital environment, almost every element of PR can be tracked, traced and measured, and be held up to the same ROI measurement standards as traditional marketing programs. Beyond reputation management, PR can generate website traffic, sales leads and revenue.

What are the KPI’s you’ve found to be most effective?

Affect Team

As VP of HR & Operations, Regina Pyne is responsible for running the day-to-day operations at Affect, including finding ways to make the company more productive through its business operations and human resource management. She also handles recruiting for the agency; creating and implementing policies; staff development and management; benefits and contract management and operations management. Before transitioning to her role in HR and Operations, Regina worked on the client side as an Account Supervisor, where she managed PR accounts and provided strategic counsel to B2B technology and healthcare clients.