It is an essential step for communication professionals, which may seem tedious or boring. On the contrary! Monitoring relevant indicators and using good tools to measure the impact of your PR helps highlight your successes and identify areas for improvement in your upcoming actions: press releases, events, journalist targeting, and more.
Key metrics to monitor:
To reiterate, public relations have a significant impact on your company and its activities, whether in terms of awareness, credibility, visibility, or lead generation and conversions. Therefore, it is crucial to regularly measure the impact of your PR actions and identify relevant KPIs to assess their effectiveness.
The choice of metrics to monitor will depend on the objectives you have set in advance. However, here are some essential KPIs to evaluate your PR outcomes:
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Conversions: the number of sales or prospects generated by PR campaigns.
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Media coverage: the number of publications in the media and their reach.
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Social media engagement: the number of likes, shares, comments, and direct messages received on social media.
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Web traffic: the number of unique visitors to the company's website and the average duration of their visit.
KPI Measurement Tools:
Monitoring is a crucial challenge for scrutinizing your press coverage. Like performance indicators, numerous tools are available. The tools you choose will depend on the goals you want to achieve, the KPIs you want to measure, and your budget. Here are some examples:
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Media tracking tools: they can monitor your company's presence on traditional media and social networks, track trends, and monitor the competition. Examples of tools: Meltwater, Mention.
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Social media analysis tools: they measure the reach and engagement of audiences on social networks, as well as track mentions and conversations related to your company or brand. Examples of tools: Hootsuite, Sprout Social.
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Web analysis tools: they measure your website's audience, track your site's performance, and monitor relevant keywords for your business. Examples of tools: Google Analytics, SEMrush.
It is important to note that these tools are not exhaustive, and there are others available in the market that may meet your specific needs.
Randa El Fekih