How Communicators Can Get Started with PR Measurement

public relations measurementProfessional media outlets, which have been the mainstay of the third-party credibility model, continue to crumble while digital media takes center stage. In its wake, public relations professionals have been asked not only to create their own brands of digital journalism and social media outreach but also to measure the results of their work.

As PR teams navigate this nebulous area, it's often hard to figure out where to start.

There are many potential metrics, or KPIs, that PR managers and directors can use as the basis to measure what impact social media and digital media have on a brand.

Here are a few metrics to consider, courtesy of Kami Huyse, founder of Zoetica, a social media and communications agency based in Houston, and contributor to PR News' Digital PR & Social Media Guidebook Vol. 6:

  • Cost comparison to other methods. Comparing the cost of a digital campaign and a more traditional one can show the financial value of using digital in conjunction with more traditional methods such as advertising.
  • Lifetime value equivalency. If you know the value of a converted lead for your organization, and know what the estimated spending of the typical conversion will be, you can calculate the value of conversions and attribute part (or all) of this revenue to the campaign that brought them in.
  • Multi-channel attribution and channel revenue tracking. In the backend analytics of your website is the data showing which channels have contributed to predetermined goals. If someone downloads a white paper, opts in to a marketing email or completes a sale, you can determine which communication program brought her there.
  • Cost per lead. If leads are important, there is usually a calculation in the sales or marketing departments to determine how much it costs to acquire the typical “hot” lead (this works for donors, too).
  • Correlations. Using a fairly simple calculation in a spreadsheet, you can track campaign activities and metrics against business results, which should give you an idea if they correlate with each other. This is a measurement tactic that takes a little effort, but can result in a big payoff.

For more information on PR measurement, check out PR News’ PR Measurement Conference on April 8 at the National Press Club in Washington, D.C.

Follow Brian Greene: @bwilliamgreene

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.