1 vv PR ATTRIBUTIONTM Measurement & strategy for earned, owned and newswire media to drive business outcomesWhat is PR AttributionTM? For over a century, public relations has been in the business of telling a brand’s story, building awareness, and improving reputation. However, in today’s ever evolving digital landscape, communications and PR tend to be second fiddle to its big sister marketing during budget time. But why? One word: Attribution. It sounds easy enough, but few communicators have mastered the art (and science) of measuring the impact of a campaign on a company’s business objectives. Attribution, defined as “the action of regarding something as being caused by a person or thing” has been a large focus of the marketing world for the past decade. For communicators, PR Att

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