In the marketing world, we’re all bound by performance as well as metrics – and public relations is no exception. Return on investment is part of our routine. So it’s completely misguided to think that public relations can’t be measured.
However, it’s true that there are several ways to measure the success of a public relations campaign, and that public relations, like advertising, is not a science.
You have to consider public relations as a game, and you and your agency can decide which goals to achieve, whether it’s:
- how often you’re covered in the mainstream media
- how often you’re covered online
- how much of the campaign you want to put onto social media
- how many more visitors come to your website
- how much your organic SEO increases
- etc.
The quickest and easiest way to measure the success of your SEO strategy, for example, is to figure out how many conversions your SEO actions have generated,and public relations fits in with an SEO plan. A conversion can simply be a target you set to be met on your website.
You might want to increase your newsletter subscriber numbers or how many sales you get through your website.
These are the so-called key performance indicators (KPI). There isn’t a single service offer we provide that must set out KPI to be achieved. Since you can check everything using Google Analytics, it’s up to you to decide what’s important for your company.
Some suggest up to 13 KPIs, but two or three is quite enough to measure the impact of a public relations campaign, such as:
- Traffic
- Content quality
- Conversion rate
- Cost per click
- Number of backlinks
Some of our clients measure the success of our work by the number of times they appear in print and online women’s magazines.
The number of feature articles and interviews is another particularly good indicator, and you can set targets for each of these.
I hope I’ve convinced you: public relations is very measurableand strategic, and it means a lot more than just a press release.
Don’t hesitate to contact me, and sign up to our lists so you can find out more about our upcoming training.
FOLLOW US ON INSTAGRAM
https://www.instagram.com/nata_pr_school/
GET FEATURED IN THE PRESS FOR FREE
https://prschool.natapr.com/evergreen_en
THE FREE NATA PR MODEL
https://prschool.natapr.com/Nata-PR-Model
SIGN UP TO OUR LISTS