"Our clients are asking for quality, not quantity, when it comes to media relations results (and metrics that measure that quality)." http://strategyonline.ca/2019/11/28/its-time-to-end-the-tyranny-of-impressions/#.XeAOBUkfDuM.twitter

And I say, shouldn't we ask for both?
Quality x Quantity is where you start to get close to impact.

But we don't want to just look at the earned coverage and add metrics around it. That's making the same mistake as focusing on impressions.

It's not the message or the medium but the audience we need to be measuring, because that's what we're trying to change.