PR measurement has traditionally focused on outputs: the number of articles and reach of top tier titles, but these metrics tell us very little about the actual impact our work has on the perceptions and behaviours of those we’re trying to influence – our audience. Join Rachel Rowlinson, Research and Insights Director, to discuss how Grayling integrates the digital and media metrics familiar to many with primary audience research approaches to fill this gap and give clients a holistic understanding of PR impact.