Tracking What Matters: PR Measurement for Travel Brands
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As Albert Einstein put is so succinctly, “Not everything that counts can be counted, and not everything that can be counted counts.” When it comes to measuring PR results, we couldn't agree more. It’s critical to include qualitative elements to measure communications effectiveness. Just as a tailored approach enables us to generate outstanding media coverage, each situation requires a customized evaluation system to ensure you’re tracking what really matters. Here are our five tips for reporting meaningful PR results.
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Tracking What Matters: PR Measurement for Travel Brands
- 1. 1 TRACKING WHAT MATTERS Best Practices for Evaluating and Reporting Media and Blog Coverage Oregon Governor’s Conference on Tourism April 16, 2013
- 2. 2 Vicky Hastings Stacey Malstrom @vickyhastings @smalstrom #ORGC @maxwellpr
- 3. 3 Why Do We Report?
- 4. 4 What Do They Want to See?
- 6. 6 Industry Standards • Goal setting and measurement are important • The effect on business results can and should be measured where possible • Media measurement requires quantity and quality • Advertising equivalencies are not the value of public relations
- 8. 8 Travel Oregon PR Objectives Project Annual Goal Results (Q1 - Q3) Feast FAMs • 7 media/blogger visits • 7 resulting stories/posts scoring 7-10 points • 8 media/blogger visits • 38 stories/posts • 94.7% scored 7-10 points Niche • 5 research trips • 16 stories/briefs secured • Majority score 7-10 points • 1 trip complete (3 planned) • 7 stories/briefs (4 planned) • 28.5% scored 7-10 points Ongoing • 50-100 stories/briefs secured • Majority score 7-10 points • 114 stories/briefs secured • 53.5% scored 7-10 points
- 9. 9 Consumer Travel Coverage Points 0 1 2 3 4 Story Type ------------ Mention Brief/Roundup Featured Roundup Oregon Feature Story Media Tier ------------ Tier 3 ------------ Tier 2 Tier 1 Visuals No Yes ------------ ------------ ------------ Contact Info No Yes ------------ ------------ ------------ TOTAL LOW = 2 ------------ ------------ ------------ HIGH = 10
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- 15. 15 Example Qualitative Objectives • Generate a story on ___________ in _____________ (topic) (media outlet) • Convey _____________ in ________ of stories (message) (number) • _______ of stories to score ________________ (percent) (target point range)
- 16. 16 Getting to What Matters • Key Message Penetration • Positioning/Placement/Prominence • Tone • Story Type • Shared/Sole Mention • Media Tier • Photos/Visuals • Website Link or Contact Info • Spokesperson Quoted • Quality of Comments
- 19. 19 Benefits • Provides a method for reporting coverage that really matters o Focuses on what drives visits and business • Helps focus and prioritize media and blogger relations • Prompts efforts, e.g., suggesting that a URL or contact information to be identified as a travel planning resource
- 20. 20 THANK YOU! Vicky Hastings Stacey Malstrom vicky@maxwellpr.com stacey@maxwellpr.com 503.231.3086