There are multiple ways to measure PR success, including website traffic, keyword searches, SEO metrics, call volume and customer retention. One thing is critical: Commit to measuring PR progress from the onset.
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KPIs are a good start, but don’t be beholden to them. For example, if your KPIs are monthly volume of mentions and share of voice versus competitors, key questions should be: What did people say about our products online? What was said about our competitors?
To handle the unexpected successfully, the public sector executive will need to gain a better understanding of how to best respond to each type of media.
Companies wanting to improve engagement with consumers on social channels may want to look closely at what the financial services sector is doing.
The new definition of owned media is simple: If we create and approve content, it’s owned. It wasn’t long ago when owned media simply was the content on our website. Today owned media has moved from being a site to becoming how a customer experiences the brand’s voice.