In celebration of Communications Week (we all deserve a celebration!), directly following AMEC Measurement Month, this is a great time to review and likely update PR measurement practices. Public relations professionals have always measured their work, but the truth is we have mostly only shared the outputs from our work: the number and tier of placements, the amount of executive quotes, media relationships developed, awareness garnered and perceptions changed.
With all of the technology and data available in 2016, all public relations professionals should report on the outcomes of their output - not just the level of output.
So as you continue to optimize the reporting of your work, especially for the C-Suite, here are three key metrics to track:
1. Message Pull-Through
You’ve spent lots of time developing messaging documents for your company and clients. You’re constantly on guard to ensure these documents are adhered to, but are you keeping track of and measuring the resonance of this messaging? Although message pull-through is a common PR phrase, the majority of industry reporting does not include data about what terms, phrases and statements impact your brand and business (yes, business). Without data to show what messaging is actually being used and the effect of that usage, all tracking of this metrics is subjective. Take the time to ensure the hard work put in to develop and maintain these guidelines is as valuable as you know it is.
2. Visitors to Site
With all of the data we see at AirPR in our product, Analyst, we know you are likely missing between 75 to 80 percent of the data that shows the result of PR efforts, chiefly how potential customers engage on your website after reading press. How? Often articles do not link back to any of your web properties and, if they do, people will still visit your site via search or typing your domain into the address bar half of the time.
Whether or not the PR team is involved, someone is tracking the amount and demographics of website visitors for your brand. The technology exists to connect the dots between PR content and website actions and data. Using this data in ongoing reports is key to showing and proving the value of public relations, for perception, engagement and the business bottom line.
3. Interaction and Conversion
This one may be an exciting surprise, but you can attribute conversions to PR content! Conversion tracking is typically the pride of advertising and social media teams, but PR teams can share this as well. How exciting would it be to connect your hard-earned media placement directly to a measureable amount of business conversion? You can do this by leveraging the tools available for sophisticated reporting of this data.
Metrics like visitors to site, engagement and message pull-through are quickly becoming the new gold standards for PR measurement. Get in the game to earn your place on the podium for your business!
As a PR Engineer at AirPR, Kelly works with customers to ensure that they are extracting the most value from their PR analytics, insights, and measurement platform. AirPR is a Communications Week Supporter.