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10 Feb 2017
One of the most important aspects of being a PR professional is having an open and clear line of communication with clients. It’s important to effectively communicate the success of our work and make sure that expectations are set accordingly. Occasionally, a client will express to members of my firm that a PR campaign isn’t working because it isn’t driving certain metrics in Google Analytics, an all too common misunderstanding about PR’s purpose and how it can help a company build a valuable and successful brand. I’m sure other agency professionals have heard it too.

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Google Analytics and other solutions available to measure and understand web traffic are undoubtedly powerful...