The end of PR’s vanity metrics era [INSIGHTS]

By Catherine Merritt – CEO at Spool

Here’s a fun PR math problem: 3 billion impressions x zero impact = (yes,) zero.

For too long, our industry has overly relied on “it’s hard to measure because it’s earned,” then waved around vanity metrics that say a lot about volume and very little about value. That doesn’t just mislead clients but it also undervalues the power of earned and editorial content.

It’s time for a reset.

I’m imploring agency, marketing, and communications leaders to retire hollow KPIs and prove results a CFO or board would respect. It’s possible and by not doing so, it’s hurting our industry and the valuable work we deliver. I wrote about why we need to self-correct and measure what actually moves the business. The short version: measure what the CFO or CEO values, not what flatters a recap slide.

How we build and deliver impact-driven ideas at Spool (and where others can, too):

• Start with the CMO test, then the CEO test. If you can’t name the business result, rethink the idea.
• Reposition PR inside acquisition. Track attribution and cost per acquisition the same way paid does.
• Use smarter measurement. Closed-loop reporting and AI can follow earned from first mention to sale.
• Sit at the strategy table. Bring a business lens, listen to earnings calls, learn from founders, connect dots.
•  Teach the organization. Prove that earned can be tracked with the same rigor as paid.

To read FastCompany article, CLICK HERE.