PR incorporates communication that is vital for enhancing the image and value of a brand. As a team, you need to be able to determine whether you are reaching the PR goals that you initially set or not. Information such as whether users read your press release, the impact of messages and whether you have managed to project the right image is pertinent.
PR Impact Evaluation
Feedback on PR metrics from your team makes it possible for evaluate the type of impact that your PR campaigns have made. PR metrics are valuable because it is important to monitor results. The only way for you to know whether your campaigns are on the right track is by having access to the required information.
Adding value to the role that PR plays relies on the ability to strategically measure PR, maintain control and avail information whenever needed. With thorough PR analysis and sharing of feedback, it allows you to become aware of the qualities your brand is famous for.
Organization’s Perception
- Feedback on PR metrics from your team is useful for showing you how others perceive your organization according to the information provided. It enables you to know how effective your PR strategies are and helps you comprehend the impact of the information that is distributed.
- In order for you to establish your company image effectively, its strengths and weaknesses, you require reports based on set PR metrics. Reports arising from how your team reacts to the PR metrics that have been set will help you improve your strategies. They will also let you know what steps you need to take to ensure proper handling of the company’s communication strategies.
- Feedback is useful for understanding public perception as well as how each campaign affects your progress and reputation as an organization. Metrics can only have successful implementation if everyone involved approves them and is interested in the results, including senior management.
Gathering Data
Before setting PR metrics, it is advisable to understand the type of information required as well as how you will gather it. This helps to ensure the reliability of the metrics by standardizing them and enabling data collection in a consistent manner.
Typical information gathered during PR campaigns includes: number of releases published, amount spent to secure each release (should include an allocation of agency fees or time spent internally) and success metrics such as conversions generated or overall reach (views).
All this information may not be readily available to a single person. Therefore it’s important to involve all the necessary stakeholders to gather the metrics required to understand the performance of the PR program.
Share Information
Sharing information is critical in getting stakeholders on board but also to get ideas on how to improve your current program or new events that are PR worthy. Unfortunately many PR professionals still use simple Word docs or spreadsheets to manage and share PR metrics. Today there are tons of tools available that can make this a lot smoother and more professional. Google docs are great for this purpose as they can be edited by multiple users in real time. There are also PR focused analytics tools such as the public relations analysis module from PanXpan which allows for easier collection, sharing and analysis of PR metrics including spend, number of releases, reach and conversions. Whatever tools you choose, manage the campaign according to the metrics and input from all necessary stakeholders.
Modifications
Modifying metrics may be necessary as a business grows or changes. It is important to ensure that metrics serve their purpose according to the company’s objectives. Listening to the team enables you to know what needs doing to improve the business and set goals that the company can aspire to.
Regular discussions with team members add value by allowing you to determine what is achievable and what the company has already accomplished. The process of measuring and evaluating is critical for any PR practitioner whose efforts need understanding and recognition. The results link to business achievements that can further contribute to the goals of the business.
Ongoing Improvement
Feedback aims at helping you improve by setting better objectives, develop effective strategies and become more tactical in your approach. You will be able to make timely adjustments and adapt to new challenges. Regardless of who you need to report results to, you need to find a way to share your findings.
It is also important for you determine the period of time within which the report of the results will be on a regular basis. When you have the data you need, you can assess the results and find out which areas need improvement. You have access to technology that can help you focus on value driven metrics and work with your team to build your brand.
Easier Measurement
Establishing the value of your PR campaigns no longer needs to be a struggle. Contrary to popular belief, PR is easily measurable, especially when using tools such as online software to streamline the process. By automating public relations evaluations through online PR software, you can make adjustments to your PR campaigns according to your needs.
