Key Metrics For Measuring A PR Campaign’s Effectiveness
Blessing Nyenyai
Small Business Mergers and Acquisition. Founder and Director at Tappeyfunnels
In the world of public relations, the full impact of a campaign can be difficult to track. However, it’s essential for any PR team to find ways to demonstrate the results of their efforts. If campaign results can’t be measured accurately, it’s hard to determine their worth and create effective plans based on the progress thus far.?
Whenever a company runs a PR campaign, it invests considerable money and efforts in it. It, therefore, becomes necessary to measure the success of that campaign. Besides, measuring the effectiveness and the impact of a campaign will also help you identify the loopholes in it, which can be studied for improving future campaigns.
Unfortunately, measuring the success of a campaign is a highly-debated issue as there isn’t a single dedicated method to calculate its impact.So, how do you measure the success of a PR campaign?Here is the list of metrics that you need to consider while measuring the impact and success of a PR campaign.
How Consumers Heard About The Company
In a consumer-first world, it’s acceptable to ask people, “How did you learn about us?” To tie PR to sales, include “media/news article” as one of the source options for meeting request forms. You can also align an increase in web traffic with press releases or high-profile articles to demonstrate impact.
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Actions Signifying Completed Goals
To measure any PR campaign, set your goals and determine what signal or action signifies that your campaign met the goal. Are you looking for increased newspaper or radio coverage in a target market? Are you seeking more visits on your website? More chatter on social? Define what success looks like, and do it before you reach out to a single reporter. Your measurement must align with your goal.?
Sales
There will always be micro-aligned goals and KPIs structured to support the current campaign objectives, but when it comes to measuring the return on investment, sales are the ultimate proof of effectiveness
Direct Traffic To The Website
A metric to consider is direct traffic to the website, where people type the name of the company or product into the search engine and visit the brand website versus finding the company via keyword searches. PR is simply a tool in our brand awareness toolkit; the better the PR program, the more people are aware of the company and are coming to the website directly—all of which translates into leads.