FIVE PROVEN KPIS TO MEASURE PR SUCCESS
In a data-driven, results-oriented industry, marketers should be prepared to quantify the value and results of public relations efforts. Unlike advertising where results are easily measured, tracked and reported, PR is more fluid, and coverage is never guaranteed. That’s why measuring its success is one of the biggest challenges brands face today.
As digital marketing and social media analysis tools continue to flourish, brands can use some of the same key performance indicators (KPIs) to measure PR success.
Here are five metrics you can use to show the impact of public relations efforts:
1.) Coverage Pieces: One of the most effective ways to measure the success of a media relations campaign or ongoing earned media is by looking at the number of press clippings the brand, product or announcement received. Many times, brands like to reach a broad audience across various mediums, so the quantity and diversity of coverage is the best way to prove success. However, sometimes clients want to target specific publications instead. In that case, the number of coverage pieces might be far less, but the quality of that coverage proves successful.
2.) Impressions or Audience Reach: Two beneficial metrics to provide tangible figures are impressions and audience reach. Though slightly different measurements, most major media monitoring platforms like Cision, Meltwater and Coverage Book report on one or the other. For public relations purposes, either will do the trick as both terms specify the total number of potential people that could view an article. This includes an outlet’s circulation, website UVPM and subscribers.
3.) Share of Voice: This metric shows the percentage of market share a brand holds in a given period, providing a great indication of brand visibility. It compares your client’s coverage to their competitors to determine how they stack up against other market leaders. Publicists can track share of voice over time to determine the success of campaigns. If market share increases, your PR efforts are working.
4.) Sentiment: Found by looking at the overall tone of coverage, sentiment measures people’s opinions and views about a product, service or organization. PR pros can track changes in sentiment throughout a campaign to see how people are talking about your company over time. Some services will also measure the words most associated with your brand to give you this data.
5.) Social Media & Website Traffic: Another great indicator of success is an increase in website traffic and/or social media followers. Publicists can work with their clients to monitor these factors after a major story breaks or a campaign kicks off. For even more targeted tracking, publicists can have editors use unique backlinks in their articles to track clicks from the people who’ve read the article.
Most PR agencies, ours included, use a combination of the above metrics for a more holistic view of coverage. Measuring 2-3 KPIs is a great way to showcase how PR is driving business growth and brand awareness.