Neha K Bisht, Founder and CEO of Blue Buzz and PRBI member, was recently featured in PRWeek India making the case for quality of engagement over sheer volume of media coverage. Read her full take below.
This article originally appeared in PRWeek India on 16/07/2026.
PR requires shift from folder-fillers to narrative-shifters : Neha K Bisht
Neha K Bisht contends that clipping counts fail to reveal if anyone cared, urging communicators to prioritize quality of engagement over volume of coverage.
by PRWeek India | 16/07/2026
If I could retire one practice, it would be measuring PR success by clipping count or Advertising Value Equivalency. It may have made sense at an earlier time but it doesn’t anymore. As PR’s role gets more strategic, volume of coverage tells you nothing about whether it built trust or actually reached the person who matters to the business.
I’d replace it with a simpler question: did this change how someone important thinks about us? I have seen one sharp feature in front of the right audience do more than 20 mentions nobody remembers by evening.
Attention is the real currency now, not space. Audiences are more selective about what they actually read to the end. A clipping count can tell you something got published. It cannot tell you if anyone cared.
Going forward, communicators should be judged by whether the narrative actually moved, not by a folder of press cuttings. That’s a harder thing to measure. It’s also the only measure worth having.
– Neha K Bisht, Founder & CEO, Blue Buzz
