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Chamber says PR and earned media drove large impression gains; DMO to share breakdowns
Summary
The DMO credited Weber Shandwick and partner PR activity for large fluctuations in media impressions and offered to share detailed impression reports by pillar and by event with the committee.
Committee members pressed the DMO on how "media impressions" are calculated after a figure cited for February appeared much larger year over year. Charlie Clark, who handles public relations for the destination, said impression totals can spike depending on the outlet and that the DMO and its PR firm track broadcast, print and digital coverage across platforms.
"Media impressions can range in years. They can fluctuate greatly based on what the media is," Clark said, describing how broadcast hits, social amplification and syndicated coverage inflate impression counts. Clark offered to pull pillar-specific and event-specific PR breakdowns (for example Gullah coverage and festival coverage) and said Weber Shandwick provides detailed reports the DMO can share with applicants and the committee.
