Five Tools to Measure PR Success
In an ever-evolving communications landscape, measurement has become essential in demonstrating value and success. While more experienced PR Pros may remember a time when ad buy equivalency was used to calculate viewership, we can be thankful that newer tools have been developed to determine whether target audiences are engaged, key messages are being heard, and the right needle has moved. Here are our top five tools for measuring PR success.
Developed by the Canadian Public Relations Society (CPRS), the media relations point (MRP®) system was designed for communications professionals to measure, evaluate and report the results of media relations efforts. Using a large online database, PR pros can secure audited impressions numbers for all Canadian media outlets from newspapers to bloggers, radio to television, based on day of the week and time of publication/broadcast. Yielding a total reach measure and a cost per contact, MRP® has become the measurement standard for earned media coverage in Canada.
A simple code embedded into your website can provide a wealth of information to measure the performance of your website. Google Analytics breaks down the data into easy-to-read graphs capturing behaviour, movement, geography, and source. It’s important in PR to understand who is visiting your website, where they came from, what caught their eye, and where they’re going. By placing the Google Analytics code on a client’s website, you can determine if visitors are there because of influencer/blogger relations, social media posts, or organic searches.
Our dedication to smart solutions led us to create 76engage, an online public engagement platform that helps organizations connect with audiences through purposeful conversations. As a measurement tool, 76engage is very flexible and can host everything from surveys to online forums with full access to video, audio, graphics and text. Additionally, 76engage provides real-time data visualization and fully customizable reports.
Social Platform Analytics
The big three, Twitter, Facebook, and Instagram analytics provide account holders useful and insightful information on their audiences. Analytics break down followers by geography, gender, age, language, income, device, and interest. Posts are broken down to display impression numbers and are ordered to highlight the top post over a specific period of time. Impression numbers are helpful in demonstrating content has been seen, while audience information can measure if your target market is included in the impressions content has earned.
76insights measures social media resonance by linking to social media accounts and gauging content performance. Content is assigned a numerical score for each like, share, and comment. This allows PR pros to monitor closely the activity of target influencers, gain an understanding of trending issues and topics, content preferences, activity levels and practical influence. 76insights provides other important data, such as hashtag identification, keyword identification, story and format preferences which all help to measure success.
Measurement is an important aspect of all PR campaigns, click here to find out how Thornley Fallis can help.