Now, nearly every type of PR campaign is tracked and measured from start to finish, and for good reason. Understanding the effectiveness and ROI of a PR campaign allows decision-makers to best allocate resources going forward.
Here are four tips for how to best measure and analyze a PR campaign:
1. Measure as you go. Before launching a campaign, ensure that you have proper tracking mechanisms and baselines in place. Whether you’re tracking click-through rate on an email campaign or interactions on a social media campaign, it’s important to understand how and why your campaign was or wasn’t successful.
2. Don’t get fancy. Measurement tools and metrics for almost any type of PR campaign are becoming more complex and detailed. This can be helpful, but it’s important to keep track of what matters to your company’s bottom-line, not what the tools allow you to measure.
3. Metrics are only half the battle. Anyone can track metrics, but if your company isn’t analyzing and making informed-decisions from this data, it becomes useless. Understanding the value of each metric allows you to understand where a campaign might be failing and what can be done to adapt. Use the data to change your campaigns for the better in the next go-around.
4. Don’t put blind faith in the numbers. It’s easy to become too data-focused. Be able to step back and realize where the numbers might be offering falsities. You know your business, use the numbers to guide your decision-making, not control it.
Understanding the value of a PR campaign is critical, but getting caught too deep in the numbers can be detrimental. Use metrics to ensure that a campaign is hitting a targeted audience successfully, and follow these tips to keep it running successfully.