In this episode of PR Safari, we're joined by Irene Chelimo, Head of Marketing and Production, and Enock Mokaya, Head of Operations and Business Development at Reel Analytics. We discuss the dynamics of measuring PR impact, both old and new.

We talk about the difference between PR Value and PR Index, and how to combine communication and program research to get a more complete picture of PR impact. We also discuss the next frontier in audience data collection, and how to use this data to measure the true impact of PR.