From the early days of PR, agencies, independents and clients alike have been searching for ways to demonstrate the true impact of their actions. This request has become even more in demand as companies are relying more heavily on metrics to drive decisions across the business. This is logical and responsible.
But what if metrics for a particular department or activity are hard to come by?
There have been a variety of approaches to creating PR-related metrics: impressions, mentions, features, tone, share of voice, web traffic, conversions, etc. Each of these metrics have their pros and cons. For example:
Before a new engagement with an agency or freelancer or, at the end of the year, as you begin planning for the next year’s PR program, clearly discuss with the PR team and your company’s leadership which metrics are important to your company and why. This can help keep everyone on the same page as well as guide discussions around what campaigns make sense to execute upon and which won’t help the team achieve its goals.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.