Measure & Maximize PR Impact

•

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You’re increasingly pressured to show how your PR programs correlate with bottom-line results, but how do you capture meaningful ROI? Learn with Vocus’ newest white paper, Measure and Maximize PR Impact. This Vocus guide will show you how to: * Define the metrics that matter, and present them to team members, executives and stakeholders. * Establish standards for measuring your PR and deliver better results. * Use monitoring to respond to real-time trends with relevant stories. * Measure, test, improve and maximize your PR impact across channels. Ready to start delivering bottom-line results for your business? Download the FREE guide now: Measure & Maximize PR Impact: http://bit.ly/1pdJVVS

Marketing Business Technology

Measure & Maximize
PR Impact
Measure Your PR Programs for Maximum Impact

PR (Re)defined.
PR has been around for
over 100 years, but like
marketing, it has seen great
change since the rise of
social and digital.
PR finds itself in a position
where it has to report
success based on bottom-
line business results.

Measuring PR: The New World
Order.
The days of reporting on
impressions,
“advertising value equivalency”
(AVE),
and social likes are waning.
Executives tune out those
numbers because they don’t
mean anything.

PR and Measurement: Outputs,
Outcomes and Results.
Measuring PR isn’t a one-to-
one ratio of an action resulting
in a specific business result.
PR measurement is about
measuring three components,
according to Ketchum Global
Research & Analytics: outputs,
outcomes and business
results.

PR and Measurement:
The Big Picture.
Don’t be reactive, be proactive!
• Monitor social with the help of good PR monitoring and
automation tools like the Vocus PR Suite.
• Newsjack real-time trends. Follow the trends to prepare
and pitch stories relevant to them.
• Develop “what if” scenarios, both good and bad, for
publicity campaigns and employee behavior.

Bottom Line: Measuring PR
is Critical.
Measuring PR is crucial
because it helps correlate
efforts with tangible outcomes.
Southwest Airlines tracked the
results of its SEO-optimized
news releases during a set
time period. The
airline discovered its releases
had produced $2.5 million in
ticket sales.

Measuring PR: Where Do
I Start?
• Set goals. Your goals should include reach,
awareness, comprehension, attitude, and
behavior.
• Map your efforts according to outputs, outcomes
and business results.
• Analyze your efforts.
• Monitor.
• Rinse and repeat. Your PR efforts should be
replicable

Want to Learn More About
Measuring PR?
Download a copy of
“Measure & Maximize PR
Impact” today!

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Measure & Maximize PR Impact

1. Measure & Maximize PR Impact Measure Your PR Programs for Maximum Impact

2. PR (Re)defined. PR has been around for over 100 years, but like marketing, it has seen great change since the rise of social and digital. PR finds itself in a position where it has to report success based on bottom- line business results.

3. Measuring PR: The New World Order. The days of reporting on impressions, “advertising value equivalency” (AVE), and social likes are waning. Executives tune out those numbers because they don’t mean anything.

4. PR and Measurement: Outputs, Outcomes and Results. Measuring PR isn’t a one-to- one ratio of an action resulting in a specific business result. PR measurement is about measuring three components, according to Ketchum Global Research & Analytics: outputs, outcomes and business results.

5. PR and Measurement: The Big Picture. Don’t be reactive, be proactive! • Monitor social with the help of good PR monitoring and automation tools like the Vocus PR Suite. • Newsjack real-time trends. Follow the trends to prepare and pitch stories relevant to them. • Develop “what if” scenarios, both good and bad, for publicity campaigns and employee behavior.

6. Bottom Line: Measuring PR is Critical. Measuring PR is crucial because it helps correlate efforts with tangible outcomes. Southwest Airlines tracked the results of its SEO-optimized news releases during a set time period. The airline discovered its releases had produced $2.5 million in ticket sales.

7. Measuring PR: Where Do I Start? • Set goals. Your goals should include reach, awareness, comprehension, attitude, and behavior. • Map your efforts according to outputs, outcomes and business results. • Analyze your efforts. • Monitor. • Rinse and repeat. Your PR efforts should be replicable

8. Want to Learn More About Measuring PR? Download a copy of “Measure & Maximize PR Impact” today!

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