Assuming your communications team is already incorporating measurement into your daily operations—and if you’re not, you should definitely start—you must then make sure you’re measuring as much as you possibly can. Many PR pros focus solely on media relations measurement, without taking into consideration all the other aspects of a PR program. This is a mistake.
In PR News’ upcoming Measurement Guidebook, Christine Perkett, CEO and founder of PerkettPR and founder, CEO & chairman of SeeDepth, Inc., explains the importance of looking at your communications measurement holistically in order to truly prove the value of PR to the bottom line of the business.
Here are four pieces of advice she shares about PR measurement:
Incorporate all parts of your PR program into your analtyics
Don’t make the mistake of thinking that collecting data on your media relations and social media efforts are enough to show the value of PR. Collect data on other facets of PR programs as well, such as events and conferences, crisis communications and content development.
Monitoring media does not necessarily mean analysis
Compiling a list of all your media coverage does not give you a full picture of how exactly that coverage is impacting your company’s reputation and profit margins. True analysis will let you know which stories and media outlets are reaching your target audience, driving traffic to your website and positively impacting your company’s reputation.
PR analytics is up to interpretation
The metrics that mean something to your brand may be completely different from those that impact other companies and industries. It’s important to determine what data points provide true value to your business and focus on those so you’re not wasting time and money.
Make sure to track inputs, outputs, business impact and patterns of success
The value of a PR campaign must take into account more than just the man-hours of the communications team. You need to show measurable results that impact the business in a positive way. Also, make sure your dashboard includes more than impressions. As Perkett explains, you need to show more than just who may have seen your content, and pinpoint who actually engaged with it.