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14

Dec

2015

Measuring the success of your PR campaign

Don’t let your organisation get to the final stages of planning a PR campaign and then say, “This campaign looks good, but how do I know it’s good?” At this point, you’re already too late. In order to have an illuminative PR measurement plan it has to be thought about early and often.

Here are three ways to check if your PR programme is working:

 

Set and track your goals.

Clearly lay out your objectives, target audiences, KPIs and goals. It’s important to think about how you’re going to measure each of these aspects as they are developed.

 

Measure your breakthrough.

With traditional media look to the tone, tier, use of key messages, type of mentions and spokesperson inclusion. For social media take a look at tone, shares, influencer engagement and key behaviours like hashtag usage and website click throughs.

 

Move beyond simple impressions totals in your reporting.

Create a consistent one-page snapshot of your effort for each individual campaign. Be accountable to your goals by using dashboards and other tools to help you layout your information in an easy-to-understand way that proves the value of your work.

 

Define your goals

Before launching a measurement program, the first thing you must do is clearly define the goals of your programme. These goals are specific to your company based on your company’s product offering, sales cycle, customer journey and of course, C-suite plans. While your goals may vary in your industry, common goals are related to increasing awareness, aiding in research and consideration, encouraging actions, identifying and generating advocacy from new and existing brand fans, and driving repeat business through loyalty. These goals are critical for a solid measurement programme. When goals are clear, the results will be, too. You’re already working at a loss if you don’t know what you need before you start tracking,

 

By: Bridget von Holdt

 

 

 

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