One marketing approach that effectively promotes your business is holding a PR campaign. However, this approach often needs you to break the bank. Therefore, spending heavily on a PR campaign makes you want to see results. And while it is difficult to measure the impact of a campaign, it is possible. Here are six effective ways to measure a PR campaign according to public relations executive Ronn Torossian.
Keep an Eye On the Number of Press Articles
One of the best ways to measure a PR campaign is to count the number of press articles. If your brand gets massive coverage, you’ve had a successful run. Another indicator is whether the publications have a wide reach. Well-known media publications can reach a broader audience. Therefore, to ensure a successful campaign, your PR team should strive to capture the attention of the most prominent publications. Also, take note if a published article received pickup in additional publications. Sometimes, websites will publish content from partner websites. If one of your desired outlets did not cover you during this campaign, brainstorm another way to approach the outlet. Revisit which journalists and editors you pitched.
There are a handful of websites, including Cision and Meltwater, where the team can pull the number of impressions a publication receives on average. While these numbers may not accurately reflect the exact number of readers who clicked or read the article, they show the potential reach of a press article. Of course, a trade publication will not have as high a number of average visitors as a national newspaper. Discuss the types of coverage you would like when devising the PR campaign. You and the PR team should be on the same page during the entire process.
Analyze A Change in Website Traffic
This strategy indicates the number of people visiting your website. And it is not an easy feat to make people click to get clicks on a link to an external website. So an increase in visits to your website is an excellent indicator of a positive impact of your PR campaign. Make sure to monitor the website traffic before the start of the campaign so that you ascertain the difference. And tracking these numbers is easy since they are free of charge on various CMS. If the difference shows a rise in traffic, you have had yourself a successful campaign.
A tool such as Google Analytics provides you with even more granular reports detailing the traffic to your website driven by the links or mentions in a specific press article. Google Analytics also notes whether a reader of a press article clicked to your website, did not interact with your brand (e.g., did not purchase a product or download a white paper) initially, but returned the following day to do so. It’s beneficial to view the micro and macro of your PR campaign’s impact, and there are plenty of advanced tools that can clarify your campaign’s results.
Monitor A Change in The Number of Mentions
A PR campaign triggers conversations on platforms, forums, and blogs. An increase in the number of times people mention your company name indicates good work done by your PR team. It also shows that there is an increased level of interaction with your content. However, not all mentions may be positive. So, keep an eye on the sentiments on each mention.
Also, consider measuring the “share of voice,” which the tool Meltwater can measure. This metric compares the level of conversation about your company with others in your space. Again, take stock of these conversations before the campaign to better analyze the results. Examining this comparison can provide insights into other outlets to target for a future campaign.
Calculate Your Sales
Ronn Torossian believes these figures are perhaps the most critical metrics in your business. However, you may not see an immediate or exponential rise in the number of sales. The sales may improve over time, but for immediate analysis, pay attention to indicators of sales growth. These indicators include lead conversation ratios, customer churn rates, and lifetime values. Before moving forward with the campaign, be sure to review your own website to ensure it includes calls-to-action and is easy to navigate for the sales leads generated through your press coverage.
Analyze Your Media Content
This strategy requires a qualitative review of your PR campaign. Ensure that your media is actionable to provide media awareness and trigger visits to your websites. The content posted during the campaign should be positive, mention or reflect your company’s key messaging, and present a brand in a good light. Moreover, you can evaluate the number of press clippings to see how people receive your content. As a result of this analysis, you can determine which outlets or channels resulted in the highest quantity and quality of coverage. Use these insights to guide future PR campaigns—you’ll be glad you did.
Analyze Your Media Engagement
Last but not least, you should evaluate your social media use. You can measure reach and engagement by the number of likes, retweets, and shares. These numbers indicate whether your PR campaign has attracted new followers and kept the existing ones. A successful campaign will increase these numbers. And monitoring these numbers is easy. You just need to watch the numbers on your profile grow. Social media platforms offer metrics for your posts, too. Take notice, too, of who engaged with the outlet’s social media post of your press article. Did a freelance journalist or influencer like the post? Make a mental note to reach out to them for future PR campaigns.
And there you have it! Six effective ways to measure a PR campaign. It may help to hand your PR team targets. It is a great source of motivation and an excellent way to get value for your money. Lastly, take a look at the metrics yourself. Remember, you are the biggest stakeholder.
