Measuring the success of your public relations efforts is crucial in understanding what strategies work and which ones need improvement. PR metrics are a set of measurements used to evaluate the impact and effectiveness of your public relations campaigns. In this post, we’ll define and explain some essential PR metrics that you should be tracking.
PR metrics are quantifiable measures used to assess how successful your public relations campaigns are at achieving their objectives. These objective can include increasing brand awareness, generating leads, building relationships with journalists or influencers, crisis management response times and more.
PR measurement involves systematically measuring different aspects of a public relation campaign to determine its success levels using pre established KPIs (Key Performance Indicators). The goal is to have an accurate assessment on ROI( Return On Investment) against allocated resources such as time, team size ,ad-spend etc.This process helps identify areas where improvements can take place while highlighting elements that worked effectively.
Earned media value refers to non-paid advertising activities that lead backlinks or sharing from social channels like Twitter/Facebook/Instagram.As these links point user traffic toward companies' web pages it could bring higher seo scores too.To calculate earned media value one needs obtained mention by selecting relevant keywords & dividing it into competitor data gathered over chosen period.Results showcase total reach aided without paid ads attributed towards individual's specific influence.Listing market share for competition could also help simplify differences based on demographics,social channels preferences etc.
Sentiment analysis determines whether attitudes toward a business or product seem positive/negative/neural.The aim being able analyze how people react; both positively and negatively towards an organisation giving feedback allowing for changes if needed.This process helps spot trends in media narratives or individual feedback as well as provide context to support reasoning behind collected data to present clearer arguments of return for departments /supervisors.
Monitoring influencer outreach refers to keeping tabs on influencers who publish content related your business or industry.Using social media listening tools are able give up-to-date intelligence about how often,how influential an influencer has been by tracking their engagement rates,publishing time and categories.Listening helps identify those helping reach visibility goals.
Crisis management is important since it can affect brand reputation negatively.PRP monitoring tracks the impact & efficacy of crisis responseIt measures speediness and directness in responding when such situations happen, assessing damage done as well providing guidelines which aid future prevention/containment processes.Independent metrics should be established early enabling quick identification of issues that arise.
