MeasurementEvery PR pro knows the importance of storytelling. But how many of us are effectively measuring it? Here are some tips on getting started measuring your storytelling efforts.

1. 5 “W”s to Consider Before Starting PR Measurement

Why: “And as any good PR pro knows, storytelling is also key to a successful campaign””yet it’s only half of the equation. The other half involves measuring to prove ROI,” says Gina Joseph before she reveals the big “W”s.

2. Smarter Ways to Measure Authoritative Content

Why: “So when the nature of authoritative content is changing so dramatically, how you measure the success of your content has to change as well. This means you must be open to seeing different behaviors fueled by your content,” I wrote in this WUL classic.

3. How To Measure The Effectiveness Of Stories

Why: “Because storytelling is about making an emotional connection with the audience, it can be more difficult to measure the effectiveness of this,” writes Vanessa Chase as she shows us how to “know when the story that we’ve told has been effective.”

4. 3 Ways to Measure the Results of a Business Storytelling Project

Why: “The first step in measuring the results of a business story project is to lay out your objective and what you seek to accomplish. Do you want more loyal customers, more engaged employees, increased sales, improved leadership, better performing teams, and the like?” write Karen Dietz and Lori L. Silverman.

5. 5 Tools Every PR Pro Should Be Using to Measure Storytelling Efforts

Why: “Though media relations and other PR strategies have always contained elements of storytelling, the rise of content marketing and brand journalism means communicators must craft tales that their audiences want to read if they want to stay relevant and gain public favor,” says Beki Winchel as she explains what tools you can use to “prove your worth to executives and clients.”

6. A solution to the content marketing measurement puzzle

Why: “What I want to propose today is that your success might not be determined by WHAT you measure but also WHEN you measure it. What you measure and how you measure it needs to be dynamic,” says Mark Schaefer as he shares his perspective on measuring storytelling.

7. Marketing Mythology: The ROI of Storytelling

Why: “We’re all fixated on numbers, productivity, sales, and often the essence of actions remains in the background. That’s why storytelling marketing offers a subtle revolution,” says Ralitsa Golemanova as she explains why sometimes it is not all about the numbers.

How do you measure storytelling? What tools do you use? Please share in the comments below.

Photo: Jeff Sheldon via Unsplash, CC Zero

Shonali Burke
Founder and publisher of Waxing UnLyrical, Shonali Burke helps purpose-driven brands bring big ideas to life. She teaches at The Johns Hopkins University, has gone back to school herself with the Harvard Business Analytics Program, and is creator/lead instructor at The Social PR Virtuoso® online training hub , where ambitious PR pros learn how to unleash their inner Social PR superheroes. Owned by Lola the Basset Hound, she's mad about ABBA, bacon, cooking, dogs, and Elvis, though not necessarily in that order. Wouldn't you like to be in her kitchen?
Shonali Burke
Shonali Burke

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