Key Performance Indicators


Knowing what to measure is critical to any PR measurement program. Yet what is important to one client may have little significance for another. Following is a focused list of key performance indicators (KPIs) that can help determine the three to five KPIs companies/clients should track to determine program success.

Coverage

  • Press releases by type

  • Press releases by focus/business unit

  • Competitive press releases by type

  • Client vs. competitive coverage

  • Awards

  • Analyst mentions

  • Total coverage by activity

  • Media stratification

  • Coverage by story theme

  • Blog mentions

Impact

  • Traffic vs. clippings

  • Placements vs. whether on Web site

  • Coverage to stock price

  • Percent of articles repurposed

Quality

  • Key message appearances

  • Product reviews (positive/neutral/negative)

  • Where mentioned in article

Content

  • Thought leadership

Budget

  • PR budget vs. activities (for flexible budgets)


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