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Breaking Out the Ruler: A Guide to Measuring PR Efforts
| Guest post by: Kathryn Kates |
Article Overview: Key Messages. Strategies. Tactics. These are the first things that pop into our minds when generating a communications plan. We get so caught up in the creative ideas and unique twists that we forget to ask, "What did we achieve?" We would say the most critical part of a PR campaign is measurement.
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Breaking Out the Ruler: A Guide to Measuring PR Efforts
Key Messages. Strategies. Tactics. These are the first things that pop into our minds when generating a communications plan. We get so caught up in the creative ideas and unique twists that we forget to ask, "What did we achieve?" We would say the most critical part of a PR campaign is measurement. Here's why:
Thinking Like the Boss
As communications people, we sometimes forget that PR is a strategic function. Our methods need to align with the overall business plan. Often, companies break themselves into silos, each focussing solely on its own efforts and forgetting the need to communicate cross-functionally. In actuality, these so-called silos should be working together. The CEO wants to know how each function of the firm affected one thing: sales. Can you bring results to the boss? Time to start measuring.
Counting Pebbles
Let's take a look at what to measure. The classic rules of PR state that we should look at AVE and MRP. How many stories? How many mentions? How many readers? But what does this really mean? On their own, these methods are like "counting pebbles in the driveway" as some forward-thinking individuals would say. Don't get us wrong, measuring output is an essential step in getting real results. After this step, however, it is crucial to determine the outcomes.
Defining Outcomes
So your campaign generated 185 media stories, 34 reprints and was "seen" by 150,000 glaring eyeballs. Sounds like a success, right? Not to the boss. Take a look at what you should be measuring as a strategic PR advisor:
• Impact on sales
• Traffic to an event
• Change in awareness, attitudes and understanding
• Employee engagement
• Shift in investment behaviours
Each of these items is visible to the CEO, and means something to the business beyond simple media mentions.
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About the Author: Kathryn Kates RSS for Kathryn's articles - Visit Kathryn's website Kathryn Kates, CEO of Kathryn Kates Public Relations a boutique agency based in Oakville, Ontario, Canada--catering to the North American market. Kathryn opened a full service PR firm and talent agency over 20 years ago, and later worked as a journalist and broadcaster. Today, Kathryn works on both sides of the communications spectrum...opening doors wherever she goes. Kathryn has a proven track record in public relations. She's shown her natural ability to create "buzz" by combining imaginative and innovative ideas with detail-oriented implementation. By effectively leveraging her extensive media, business and community contacts, Kathryn offers businesses results-oriented solutions to public relations. Kathryn has the capabilty to implement unique initiatives that significantly increase client awarness and image through the media. She's able to integrate media strategies with business issues - understanding the big picture while working with details. Kathryn has a positive, can-do attitudewith a strong sense of urgency and personal responsibility, and a talent for simplifying concepts and tailoring messages for specific audiences. Telephone: 905-849-5639.
Click here to visit Kathryn's website   Choosing the Right PR Firm For You How Integrated Should Your Online Presence Be Inside Job The Key to Internal Communications Dont Just Think PR Do PR PR is Painless Branding |
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