Merely executing a PR campaign will never give you the results you are looking for. Along with execution, it is important to measure the outcome based on specific key performance indicators (KPIs). This will help you understand how well your campaign has been done and the changes required.
This is why businesses set the best PR metrics to analyze their campaigns and make important decisions about the steps to take in the future.
What Are PR Metrics?
PR metrics are the indicators of your PR campaign’s performance. They are the elements or parameters you need to consider while assessing your campaign while it is being executed and after it ends. These metrics help you quantify the performance of your PR campaigns and give you valuable insights into the same.
Earlier, there were no tools to measure the success or failure of marketing campaigns. The only parameter that proved the success of campaigns was the ROI generated out of the same. However, in the age of digitization, businesses can choose the best PR metrics that can be measured to make better sense of their campaigns.
These metrics are set during the initial phase of planning and strategizing about the campaign to be executed. Once set, the PR campaign is carried out to meet these standards. Once the execution is complete, the results are matched against the PR metrics to analyze the campaign’s performance.
Best PR Metrics To Measure Your Brand’s Performance
Before we look into some of the best PR metrics, we must know that these metrics will differ for different demographics targeted by businesses. For example, the metrics set by PR Agency in Mumbai would be different from the ones set by PR agencies in Chennai.
Let us now have a look at the top 10 PR metrics to measure your brand’s performance:
1. Media Mentions
People often limit mentions to social media. Social media mentions comprise only a small portion of the media mentions tracked by PR agencies. Media mentions are any mentions made by a third party on the internet about your brand.
Irrespective of the digital platform your brand is mentioned on; this PR metric shows you how often your brand is being talked about on the internet. From social media platforms and blogs to online forums and portals, media mentions may include the name of your brand or any specific keyword you wish to target.
2. Public Sentiment
The primary objective of PR is to build a positive image of your brand in public. As you execute your PR campaign, it is important to look into the sentiment of people talking about your brand.
Sentiment analysis helps you dive a little deeper than identifying mentions and understanding the emotions associated with your brand. Broadly, public sentiment may be positive, negative, or neutral. Brands always aim for maximum positive sentiment in the mentions made by the public on multiple platforms.
3. Share Of Voice
This is one of the most traditional yet best PR metrics used by businesses to measure the impact of their campaigns. Share of voice refers to your brand’s share in the promotional voices in the market. It compares the impact generated by your brand to that created by your competitors.
In digital marketing, the share of voice may also refer to the measure of your brand’s reach in the overall ecosystem. It helps you understand your share of your internet exposure compared to other players in the market.
4. Site Visits
This is one of the most common digital PR metrics that cannot be ignored if you are promoting the official website of your brand. It shows you the number of visits made to your website over a specific period.
5. Media Coverage
This PR metric is a little more specific than media mentions. It involves the coverage of your brand’s story across multiple media platforms. In most cases, the coverage is made by media houses. Depending on your target platforms, the brand stories covered on digital and/or print media help you analyze your brand’s performance.
6. Media Reach
No matter how articulate and persuasive your story is, your PR campaign will not be deemed successful if it does not reach the intended audience. Media reach refers to the audience a specific media house reaches. By measuring the reach of a specific media house, you can estimate the reach your story is likely to receive if the concerned publication carries it.
7. Quality Backlinks
Essentially an SEO metric, quality backlinks also play a big role in a digital PR campaign. Brands often target earned quality backlinks where their audience is driven to their website from credible sources. An increase in quality backlinks earned by your brand increases its authority on the internet, making it more visible to your audience.
8. Click-through Rate
Click-through rate refers to the percentage of internet users clicking on the link to your website/landing page out of all users viewing the page content. If you have added a link to your site on your press release or PR article, this is one of the best PR metrics to analyze your brand’s performance.
9. Social Media Engagement
In the age of digitization, social media engagement cannot be overlooked while drafting a PR campaign. This metric involves analyzing likes, shares, comments, and the overall engagement received by your brand on different social media platforms.
Originally a sales KPI, conversions give you a very clear idea about the success of your PR campaign. Each of your prospects following a call to action can be considered a conversion. A PR campaign generating a good number of conversions is a clear sign of success.
The Final Word
These were some of the most effective PR metrics to measure your brand’s success. Depending on the audience you target, the kind of engagement you are looking for, and the objectives you want to achieve from your PR campaign, choose the metrics that best suit your business needs.