“Success is sometimes best measured by spoonfuls. As we struggle with the changes in our lives and businesses, sometimes we are unaware of our accomplishments. Victories need to be celebrated, no matter how small the gain. It is critical that we look back from where we were days, weeks, months and years before so that we are aware of our achievements.” Rosemarie Rossetti, Ph.D., Motivational Speaker
“How will you measure the success of this project?” Or the real question: “How will I know I’ve gotten my money’s worth?” This is one of the most frequently asked questions at the start of any new business relationship, especially in the world of public relations. The true measurement test for public relations used to be simple: As long as the company’s or individual’s name was spelled correctly, that was successful publicity. While there are some instances where this is still viable, for most, measurement is a lot more comprehensive.
Measurement programs in public relations are simply a checks-and-balance process that holds a PR agency accountable to the investment made by the client to spread their message. Today, there is much debate surrounding the most efficient ways to measure the success of a public relations program. With most clients expecting some sort of measurement to demonstrate results and with the absence of an accepted industry standard for measuring PR, there is a huge opportunity for agencies to develop customized programs addressing each client’s individual needs. Show them their investment paid off by showcasing results they want, based on the metrics most important to their end result.
When developing a measurement program, it’s important to first determine the expected outcome. For some that might mean an automatic return on investment (show me the money!).For others, it might point more towards recognition and awareness (buzz!). Whatever the outcome, it is important to establish the criteria and set the goals at the start of the project. Some key measurement tools include:
- Publicity results (Where did you read or hear about this?)
- Advertising equivalency (How much would I have had to pay to be in the New York Times?)
- Public opinion or audience sentiment (focus groups, polls, surveys)
- Benchmarking results
- “Share of voice,” (Who has more mentions: my competitor or me?)
- Media evaluation services for compiling results
But what about social media? In today’s new media world, measurement for social and digital media programs has not quite caught up to the measurement of traditional formats. As with traditional media, the most critical element in developing a measurement protocol for this new form is to establish up front a set of criteria for what the client hopes to achieve from these initiatives.
While metrics for traditional media can be straightforward (including number of article appearances, sentiment, article tone, and advertising value), social media allows us to think creatively about how best to measure PR impact with other outlets:
While metrics for traditional media can be straightforward (including number of article appearances, sentiment, article tone, and advertising value), social media allows us to think creatively about how best to measure PR impact with other outlets:
- Chart SEO rankings
- Measure followers on LinkedIn groups, Twitter, Facebook, and others
- Track Bit.ly (shortened URL) clicks
- Count the amount of blog responses/topics posted
Today, with all the communication platforms used to reach target audiences, the public relations industry has a huge opportunity to demonstrate its role in the success of any marketing campaign through effective measurement.
There are so many ways to determine the success of a public relations effort, but the only way to be the most efficient is to work in partnership with your communications team and set the metrics and goals at the start of each project. Because business is always changing, don’t get hung up on the one-size-fits-all model. Get creative and find ways to tie measurement metrics back to the bottom line. No one will deny the value of PR if their end goal is ultimately met.
There are so many ways to determine the success of a public relations effort, but the only way to be the most efficient is to work in partnership with your communications team and set the metrics and goals at the start of each project. Because business is always changing, don’t get hung up on the one-size-fits-all model. Get creative and find ways to tie measurement metrics back to the bottom line. No one will deny the value of PR if their end goal is ultimately met.
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