Ever since we can remember, people have been saying that it is almost impossible to measure how successful PR is. ‘Impossible’ is a strong word and up until the last few years we would have described it as being perhaps a tad ‘tricky’. But advances in technology have made it so much easier for everyone to get a good handle on what works and crucially, what doesn’t
So how can you determine if your PR campaigns are delivering the results that you want?
We call this the Periodic Table of PR measurement. It highlights the core metrics that companies can use to gauge the effectiveness of their proactive PR activities.
Key tangible metrics range from keeping track on variations in the number of page views and new visitors to your website, to shifts in where their customers are coming from (e.g. if you targeting new geographical regions) and changes in the number of downloads or requests for information received:
But there are several other metrics that can be employed too. These include:
- The number of messages which appeared in the media (press clippings)
- The number of different types of coverage (articles, features, mentions, interviews, speaker engagements generated)
- The number of clippings within media you have never featured in previously (reaching new audiences)
- Changes in the volume of incoming enquiries or sign ups to your new project or newsletters
- Did your sales force report fewer barriers to overcome when contacting new and existing customers – are customers more receptive now?
- When asked if they can think of company who provides X, Y or Z, would your prospects now name you?
- Have attitudes warmed, are you now regarded as a though-leader/opinion leader?
- Journalists and editors call YOU because they have heard or read about you in another media
- Other publications quote you – if you are published elsewhere you quickly become regarded as a credible source
Your public relations activity doesn’t stop when your campaign ends. It is a constantly evolving process that will need to be refined and re-jigged along the way.