Understanding what didn't work in your public relations campaigns is just as important as understanding what did work. Measuring your outcomes will help you to understand which goals were not met, which aspects of your campaign were on target and which efforts did not result in the type of coverage you planned for. Here are six tips and tricks you can use to measure your PR campaign results to achieve your business objectives.
- Identify your measurement criteria.
Identify your measuring metrics so that all your measurements in the future are consistent with your current and past measurements.
- Don’t overuse automated measurement tools.
Use automated measuring tools and software with caution. It’s important to use human logic to achieve the most accurate measurement.
- Measure only relevant media coverage.
Target only relevant media outlets while measuring your media performance. Getting published in as many outlets as possible is good, but only the ones focusing on your target audience will bring business. Measuring performance on media coverage relevant to your business is what matters the most.
- Be honest.
Measure and document both negative and positive results. It’s critical to know your failures in order to make necessary adjustments to your future PR programs.
- Measure with the goal to improve results.
Do measurements for the sake of improving your results, not just for documenting outcomes. Measuring your PR campaign results is a simple but effective way to improve your company performance.
- Avoid using any professional jargon.
PR terms like “buzz,” “impressions” and “media lists” make very little sense to key stakeholders. While these are perfectly acceptable words to use in conversations with your PR colleagues, not all people from other industries will understand them. Instead of using professional jargon, describe in professional but understandable terms how your PR efforts will contribute to the company’s overall goals.
See also Why measure PR efforts?
With any PR campaign, no matter the strategy, what is most important is that it achieves the organization’s business objectives. Axia Public Relations can help you to achieve YOUR business goals. Download our e-book Maximizing Your Public Relations Investment to extend the reach of your PR efforts and grow your business.
Yulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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Topics: public relations, measurement
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