So, Uh, Are We Doing This Right?
Another source of unattributed responses is an increased number o hits on your main website and donations or registrations for e-newsletters.
Sometimes, one can put time frames around these as one does with DRTV.
A national PR event or announcement and accompanying news coverage can cause a temporary spike in website hits, newsletter registrations and unsolicited gifts. One can establish a business rule that the increase above the norm in such traffic, occurring within 48 hours of the event or news coverage, is attributable to that PR. Thus you can monetize the value of that PR activity.