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
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Press releases by type
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Press releases by focus/business unit
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Competitive press releases by type
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Client vs. competitive coverage
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Awards
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Analyst mentions
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Total coverage by activity
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Media stratification
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Coverage by story theme
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Blog mentions
Impact
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Traffic vs. clippings
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Placements vs. whether on Web site
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Coverage to stock price
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Percent of articles repurposed
Quality
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Key message appearances
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Product reviews (positive/neutral/negative)
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Where mentioned in article
Content
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Thought leadership
Budget
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PR budget vs. activities (for flexible budgets)