After executing a PR campaign, what next? The next task will be to measure the goals and key performance indicators(KPI).
But every campaign and customer will have different expectations on key metrics. With the recent burst in digital PR, both clients and PR agencies have access to numerical data.
What are the common metrics that customers are familiar with
Reach and Engagement?
However studies reveal that we can’t just measure contents with impressions alone.
PR professional needs to incorporate storytelling and analytical skills in content marketing to create a holistic brand awareness campaign.
Unlike conventional marketing, the metrics that you measure in PR campaigns are slightly different and it has to be in line with the work that we do. Most importantly what matters to the customer.
Identify Campaign Goals
It is important to understand the customer’s goal prior to setting a creative PR strategy. For example, did the client want brand awareness or conversion? Or are they reaching a new and actionable audience?
Instead of just heading down to press to reach the highest number possible, there are other communication strategies that you need to work on. Pay attention to metrics like message retention.
2. Impression for New Audience will vary with a National Audience
If you have a new healthcare product to be introduced a group of senior citizens, then relying on the impression is not really accurate.
Your campaign needs to be measured as a whole, for example, the foundational work, the preparation, and execution of work. The number of impressions for a new audience will look like lackluster as compared to a global or national audience. PR’s true value can be measured with the reach across the nice audience.
If a cosplay contest is being run, other types of metrics should be measured, as the number of inquiries, participation. It is good to ask the contestants as to how they heard about the contest.
Understanding what is most important will give you a clearer path to implementing a purposeful strategy and setting KPIs that evaluate its success.
3. Public Crisis Management Is Also Counted In The Metrics
As a PR practitioner, you might have endured situations in mitigating crises. If you have handled the crisis well by communicating effectively to the press to protect your client’s organization, that should be counted in the KPI’s.
4. Building New Relationship=Metrics.
Before we can publish content on a press, we will need to build media relationship which takes time and energy.
Especially this will take time if your client is reaching out to new customers. Hence it will be advisable to set a new metric to quantify the intangible measurement of building a new relationship with media.
Great coverage is achievable with a positive relationship or even reaching out too during crisis management. It will be advisable to clarify these things upfront with a client to pen door t crafting purposeful PR goals.
At the end of the day you want your campaign to be successful in all aspects and the metrics need to tell the right story for the work that we execute.
Tangible and Intangible Results
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