The 16 metrics to measure your public relations
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How a business measures the actions, costs and returns from its public relations (PR) activities is critical for success. Here we propose and share the core metrics to be measured. This is a supportive deck for the full article published by JAMSO which includes much more supportive information. Find out more https://www.jamsovaluesmarter.com/metrics/
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The 16 metrics to measure your public relations
- 1. The metrics to measure your Public Relations Goal Setting, Metrics, workshops, training and consultancy
- 2. Total cost of Public Relations coverage Ratio of positive to negative editorial articles Minutes of air time via Podcast, Radio, TV, and Online Channel Metrics to measure public relations Goal Setting, Metrics, workshops, training and consultancy
- 3. Average number of words in each public article Average number of Medias that pick up the PR story per press release % of satisfied partners Metrics to measure public relations Goal Setting, Metrics, workshops, training and consultancy
- 4. Number of trade show attendees (sub metric Average reach of each trade show) Number of public events (sub metric Average read of each event) Number of press releases Metrics to measure public relations Goal Setting, Metrics, workshops, training and consultancy
- 5. Number of enquires per story/event Number of hours post PR event, impact on website traffic Number of community sponsorships given Metrics to measure public relations Goal Setting, Metrics, workshops, training and consultancy
- 6. Number of employees participating in public events % difference of public relations exposure to key competitors Number hours of public relations training given to employees % deviation from PR budget Metrics to measure public relations Goal Setting, Metrics, workshops, training and consultancy
- 7. www.jamso.dk Twitter @jamsovaluesmart Contact JAMSO Now Goal Setting, Metrics, workshops, training and consultancy
Editor's Notes
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics Review the aim of your public relations A good business leader will understand that each interaction with the market place is a public relations opportunity. The interaction can be broken down into 3 key steps: Preparation: Control of the quality of message, the story narrative of the story/event/brand link and the purpose of the interaction Implementation: The actual type of activities and level of reach plus engagement is ever more important. Impact: How has the communication and interaction actually developed or enhanced behavior, relationships or knowledge that is tied directly to the original purpose of the public relations action? The metrics to measure these steps are important factors and are represented below in our list. The list offers a best practice starting point so it is important your own business also highlights the most effective metrics to track and serve for maximum impact and value. Starting from ley business strategy with the brand leadership style, a keen eye for consistency across all public relations actions will help most companies in the easiest and high impactful manner. Why measurement scrutiny of public relations is important There should be no part of a business not held accountable. Public Relations should not be given a free reign of low expectations and continual self-review for performance levels. Bringing scrutiny to the actions, impact and measures should be encouraged and embraced by keen PR agencies and staff members. The reason is simple. Done correctly, PR can rapidly become a key and integral part of the core business and not left aside as marketing after thought. Starting with alignment to the business strategy and objectives will help shape the narrative, timing and influence decisions for the department. The measures should have a core focus on continual value. So, in today’s world simply measuring vanity metrics is not enough. Supportive metrics are required to understand the effectiveness of actions taken. Last but by no means least, what better way to justify and call for the correct and appropriate resources and budget levels than hard representative data and analytics. Core areas of impact for today’s public relations. The landscape of public relations continues to evolve, so the metrics needs to evolve with it. Recognition of social media and online actions will not doubt further evolve in future to include chat bots and how artificial intelligence algorithms select appropriate information from press releases and public activities. The developments for instance with video branding recognition will help further allow more accurate reach numbers in the coming years. A great paper released by the Australian Centre for Public Communications provides some insights on how to develop future international standards of measurement for PR. In the meantime we suggest concentrating on these core action and impact areas engaged with your public relations actions. Cost savings Downloads of information or nominated material Registration levels based on PR actions Lead generation Market penetration Enquires Website and social media traffic Types of engagement levels The need to compare your PR activities to paid advertisement still remains as a core metric, so (AVE will not disappear yet!)
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics
- These are sample metrics from a full list provided by JAMSO To gain a full detailed list and supportive information reading find the full article via the JAMSO blog Discover how we help business improve their metrics https://www.jamsovaluesmarter.com/metrics Concluding the measures We have highlighted the core metrics and yet the list could be easily been extended. A cost of performance management and leadership review of performance areas means your business needs to take decisions on key results areas. Through the generation of accurate measures, your business targeting will improve with metrics quality and this trust in decisions. These act as specific strategy guides to new market opportunities and enhance the relationship between business and market. An evolving trend with positive PR is the use of influencer marketing. A marketing positioning article by Vision Edge Marketing helps provide an insight how to engage deeper with such actions for your business. Occasional crisis management is needed within the world of PR to overcome negative press and potential brand damage. The key is never to react but to be planned with a solid response and keen follow up through reliable measures. I would love to hear from you the challenges you face with your own PR measures and how this article has impacted your business. Share this and show the world that you support solid PR metrics.