Can you imagine that more than 80 percent of professional Public Relations specialists have minimum knowledge of measuring and evaluating their PR campaigns? It is a tricky process, but if you want to reach the heights in your niche, you should not ignore this parameter.
How Can a PR Pro Measure the Success Rate of a Campaign?
The only way to reach and evaluate PR metrics is by using monitoring tools, which permit you to follow KPIs and see their impact on your campaign. If you start measuring a success rate without such efficient tools, you risk picking up the wrong PR strategy. Additionally, such a task can become time-consuming and inefficient.
However, it is wrong to think that these monitoring tools will do all the PR work for you. Start with measuring the desired results of your campaign by planning and defining the targets. Setting ambitious goals permits a PR pro to set up a successful project and define the needed metrics to improve communications.
What are your goals for the next Public Relations campaign?
- Would you like to raise a brand’s awareness?
- Would you like to make your target audience interested in a new product/service?
- Would you lie to motivate your potential clients to take certain actions?
The List of PR Metrics To Consider
The modern PR world is overloaded with data, which makes it complicated to pick up the right metrics for helping your business grow. You have to learn to identify the most efficient tools that are able to bring practical value to your PR campaign. To make your choice easier, you should see the metrics list below:
1. Brand Mentions
Many PR gurus consider this metric as the key one. It is efficient in raising your brand awareness on social media networks. It provides you with information about how often your corporate name/hashtag has been mentioned online within a certain time frame.
2. Sentiment
This metric helps feel your target audience and what kind of emotions they pass through when they see your message in the media. It works more efficiently compared to checking the number of site visits, which permits only to guess the interest of your target audience. PR specialists analyze the needed topics online and words/emojis people express, either positive, negative, or neutral. Reaching as many positive reactions is a sign of success.
3. Engagement
This metric focuses on the activity of your target audience towards presented PR materials on various social media networks. PR pros always pay attention to likes, comments, and the number of shared materials. It is all about encouraging the online community to take action.
4. Reach
This metric allows PR pros to see how many active users have viewed your materials in the media. A successful campaign requires the maximum of your reach. You can use efficient monitoring tools on Facebook, YouTube, Instagram, or Twitter for tracking the right KPIs.
5. Website traffic
It is true that most PR pros focus on social media networks, but it does not mean you should abandon your site. By analyzing the traffic, you can get insights into the quality of your PR campaign. You should master the Google Analytics tool to boost your performance.
6. Earned media value
It helps to count the approximate amount of money a PR pro will need to invest into a PR campaign via ads to achieve good results.
7. Email metrics
Email metric is an essential part of a successful PR campaign. There are many common metrics such as response rate, open rate, or click-through rate to scare the success rate.
Final
Thoughts...
Now you can clearly see that without PR metrics it is very difficult to evaluate your work and be sure that the process goes well. Set up PR goals, choose the right metrics, and adjust your strategy accordingly.
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