Hey,

Early in my career, I made a mistake that I see a lot of other PR pros making today.

I was so focused on reach. I was obsessed with the big audience numbers, the impressive-looking totals in my reports.

But I wasn’t thinking realistically about how many people actually saw the coverage.

A publication might have millions of readers on paper but how many of those people really viewed your article?

And even more importantly, what happened next?

• Did anyone engage with it?
• Did they share it?
• Did it spark conversation or action?

It’s an easy trap to fall into.

We’re all under pressure to prove value, and reach is one of those vanity metrics that’s easy to grab onto.

But if you want to have a real impact, you need to shift your mindset.

You need to go from vanity metrics to sanity metrics.

That’s one of the reasons we built CoverageBook.

We wanted to make it easier for PR pros to focus on what really matters – not just the potential audience, but the estimated coverage views, the engagement, the shares – the signals that your coverage is actually landing with real people.

Because outputs are nice.

But outcomes are where the real value lives.

Worth revisiting CoverageBook this week?

Measure well,

Stella