This is the second of a three-part series on creating a PR report that will be meaningful to your organization’s executive leadership or your client’s top decision makers. Last time we focused on Measurement Fundamentals. Today we’ll hone in on exactly which metrics you might consider tracking.
Every brand is different, of course, so you may have some unusual goals or key performance indicators, but these are the most common outcome measurements that leading brands use to gauge the effectiveness of their PR efforts.
- Increased Website Traffic – How much new website traffic can be directly correlated to a specific PR campaign or activity
- New Leads – How many additional leads are the result of a specific PR/marketing campaign?
- Sales Cycle Acceleration - How much faster is a sales cycle due to a specific PR/marketing campaign?
- Improved Lead to Sale Ratio – Is the percentage of opportunities that turn into sales increased due to a specific campaign or activity?
- Key Message Pull Through – Which messages are getting across to customers and media?
- Audience Size – How many viewers are reading your content?
- Publication Tier – What types of publications are picking up your key messages or mentioning your brand?
- Unique Visitors – How many website visitors are new versus returning?
- Search Topic Locations – Where are your keywords and messaging showing up in the media and how valuable is that real estate?
- Share of Voice – What percentage of coverage are you getting compared to your competition?
- Competitive Analysis – How does your brand compare to the competition with regards to readership, share of voice, media placement and sentiment?
- Sentiment – What is the general feeling about your brand among your customers, prospects, market and general public?
- High Value Mentions – How many of your brand mentions are coming from leaders and influencers?
- Target Audience Effects – What action was taken by your target audience after engaging with your website and/or marketing/PR campaign?
Once you have regular tracking of all of these metrics, or at least the ones that are most important to your brand, you can start to set benchmark data points and easily see the ways in which your PR work is paying off, along with areas that require more focus.
These are exactly the types of metrics that demonstrate the objective impact of PR. Using them can transform the perception of PR from a touchy-feely, nice-to-have, to an essential function that contributes directly to the bottom line. In the final part of this series, we’ll cover the Top Attributes of an Awesome PR Report.
[Ebook] How to Build a PR Report Your Company Will Actually Like