3 Responses to “PR Sway: Measuring Online Public Relations ROI & Impact by Tracking Social Shares”

  1. Guillermo April 7, 2013 at 10:42 pm #

    Beautiful article. Thank you.

  2. Alan Kelly June 6, 2013 at 7:57 am #

    Paul,

    While I respect any attempt to bring PR onto a rational footing, and while I like the attempt at a new formula, my sense is that you are only changing the variables in the equation-based approaches of which you are critical. Worse, in my opinion, you are applying a label (Sway) that reinforces the insubstantial nature of PR. Klout did the same and while successful as a business it is quickly unravelling because it does little more that propel the paradigm of connections, relationships, etc.

    My answer is to look at the fundamentals of PR and other industries of influence. What I believe we are lacking is a framework that identifies the most basic organizing units of communications, sales, marketing, sales, etc. Without that, we are quite literally like chemists operating without a periodic table and we will continue to operate as untethered and generally poorly respected practitioners.

    Happy to trade notes with you any time. Despite my criticism, I admire that you’re demanding alternatives and betting your own reputation in doing so.

    Alan Kelly
    Founder and Exec. Dir, Playmaker Systems, LLC
    Author, The Elements of Influence
    Adjunct Prof., The George Washington University

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  1. Lessons from Budapest: Where Marketing, Ads, and PR Should Meet - June 5, 2013

    […] always be measured in terms of influence. However, new theories like those of marketing guru Paul J. D’Arcy of Indeed.com, whose PR Sway techniques show much more promise at measurement, these and other […]

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