Episode Details

How do you measure the intangible value of PR in a digital-first world? In this episode of PR in the Real World, Steph Bridgeman, founder of Experienced Media Analysts, shares how organisations can move beyond basic "press counting" to demonstrate real-world impact.

We explore the evolution of media measurement over the last 25 years, from physical press cuttings to AI-driven insights. Steph shares her journey from an art history background to becoming a "curator of data," explaining why curiosity is the most essential trait for modern comms professionals.

The conversation covers the practical realities of measuring PR on a shoestring budget, including how to use free tools to tell a more compelling story to clients. Steph also breaks down why the "So What?" test is vital for any campaign and how the PESO model provides a framework for understanding integrated communications outcomes.

From a PR and communications perspective, this episode covers:

• The Evolution of Measurement: Transitioning from manual press cuttings to automated digital indexing and OCR technology.
• The PESO Model in Practice: Understanding the intersection of Paid, Earned, Shared, and Owned media.
• Overcoming the "Intangible" Label: Moving from outputs (volume) to outtakes (thinking) and outcomes (doing).
• Affordable SEO & Insights: How small agencies can use Google Trends for benchmarking and market research.
• The Role of AMEC: Using the Integrated Evaluation Framework to set SMART objectives from the start.

We also discuss the shift towards data visualisation and why a "one-pager" often carries more weight than a 50-page report. Steph provides specific examples of using search data to compare brand awareness for educational institutions and how social listening can uncover unprompted consumer insights for global brands.

This episode is relevant for professionals working in:

• PR and Communications: Especially those struggling to justify budgets to stakeholders.
• Small Business Owners & Agencies: Looking for "hacks" to access high-level data on a budget.
• Marketing Students: Interested in the technical side of media evaluation and consultancy.
• Public Sector Comms: Focused on behavior change and community engagement.

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