11 Questions to Ask When Measuring PR Program Engagement


When evaluating your PR plan, measuring engagement is a step that cannot be ignored. By proving that specific engagement tactics worked (or did not work), you can show exactly where your communications goals were met, and where there is room for improvement.

In PR News' just-released PR Measurement Guidebook Vol. 6, Shalimar Blakely, founder and president of agency A Peace of PR, writes, “By engaging community, opinion or business leaders in your conversation you build alliances, obtain endorsements, increase your social network and create buzz around your campaign.”

To create a useful evaluation report that measures your PR campaign's level of engagement, Blakely recommends that you ask the following 11 questions:

  1. Did you receive comments on social media posts?

  2. Did you get key influencers to support your goals?

  3. Did key influencers share your goals and encourage support from others?

  4. Did you receive media coverage from an influential media source?

  5. Did an editorial board support your plan?

  6. Did you hold an event and note the number of attendees?

  7. Did surveys indicate high levels of support from attendees?

  8. Were attendees pleased with the event?

  9. Were you able to get an opinion piece printed in the local newspaper?

  10. Were you able to position your client as an expert on your topic?

  11. Did you join the conversation by commenting or sharing someone else’s post (relevant to the goals of your plan)?

To learn more about social media metrics, proving PR's worth, measuring media relations efforts and more, order PR News' PR Measurement Guidebook Vol. 6.

Follow Jamar Hudson: @jamarhudson




Comments Off

Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.