Decoding PR: Five Key Metrics For Effective Measurement

In PR, measuring client success is extremely important. It allows us to track the effectiveness of our strategies, identify areas for improvement, make better decisions based on the information gathered, and demonstrate the value we deliver to our clients.

Tracking key metrics such as media impressions, media mentions, social media engagement, and sentiment analysis opens up a window into whether particular campaigns are creating the intended impact and delivering the message originally intended.

When planning PR campaigns, you want to see data, but not all metrics are easily tracked. Certain metrics are more straightforward, while others can be more challenging to quantify. Despite the challenges, there are tools and methods to help measure success. Here are five key metrics to help measure PR success.

1. Media Coverage Analysis In PR, we look at two types of media coverage: earned media versus paid media. Earned media is any type of publicity obtained through non-paid efforts, such as byline articles, television interviews, social media, and word-of-mouth recommendations. Paid media is just that—any publicity or mention where an individual or company pays a third party for placement or exposure.

When measuring success, it’s important to consider both forms of coverage as each placement holds a valuable position. The earned media coverage reflects the organic visibility and awareness generated by the PR efforts.

Read more about Media Coverage Analysis in the Forbes article.

1. Unique Visitors The unique visitors per month (UVM) is a metric typically measured using data analytic tools and media monitoring services that track website traffic, audience demographics, and engagement metrics for various media outlets.
2. Competitor Analysis Evaluating and comparing a client's presence across various media channels, including both traditional and social media, against their competitors is a valuable tool.

Read more about Competitor Analysis in the Forbes article.

1. Sentiment Analysis This process provides the opportunity to understand the emotion or overall tone expressed in various forms of text, whether it's an article, social media post, or customer review.

By carefully analyzing the language, we can determine whether the sentiment is positive, negative, or neutral. Monitoring sentiment allows for a quick response, thus managing the client’s reputation in a proactive manner.

1. Media Outlet Tier The PR landscape is filled with many different types of media outlets. PR professionals often categorize them into tiers, with tier one being the more prominent outlets. Setting this distinction helps clarify the different levels and set realistic goals for each media target.

Read more about Media Outlet Tier in the Forbes article.

Clear metrics are the roadmap to success. They guide PR professionals in assessing the client’s overall performance and set a measurable baseline. This allows us to course-correct as needed, ensuring we stay on track to achieve the results we set out for our clients.

Jenna Guarneri - JMG Public Relations