Business relies on the language of numbers — percent sales change, profit margins, earnings-per-share ratios, alphas, etc. If you can’t measure it, you can’t manage it, so the saying goes, especially in this data-driven age.

Public relations, by comparison, is a language of influence and persuasion, or qualitative insights. When we do use numbers, they tend to be borrowed from marketing, such as share of voice or ad value equivalency, or even decades-old efforts to measure consumer influence by analyzing the content of published media.

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