Stuff that PR consultants just do
25th April 2023
25th April 2023
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4th July 2020
How do you measure the success of a PR campaign? This is one of the first questions that come up when working with new clients – which is normally couched in the killer question: “what does PR success look like to you?”
And that’s where the measures of success can vary wildly. For some, it’s more closely linked to enquiry levels and sales performance. For others, it’s about expanding brand awareness, improving social media reach, developing customer relationships, enhancing reputations, boosting employee morale or communicating a specific message. And then there’s activity to rebuild reputations after negative publicity.
Before we dive straight into measuring success, there’s a key planning stage before that, where the most important building blocks are covered. This can be handily distilled into the acronym ABCDE.
Planning the success of your PR campaign is as easy as ABCDE
The key components to consider in any PR campaign are:
The last point is where the choice of metric comes into play, and it should be based on all the other aspects. Before you can select a metric, it’s important to know what your options are.
5 measurements of PR success
There are a plethora of PR and digital success metrics out there, but it is important that the right metric is selected for the right client and the right activity at the right time.
In my experience, the five most common ones are:
In truth, most businesses use all, or most, of the above in PR success measurement, especially the SMEs that I tend to work with because they want an overall picture of how their business is benefiting from PR and the return on investment that it is delivering.
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