Public Relations or PR encompasses building and maintaining relationships with the public and the media to support your brand image and increase its visibility in media, which is what makes it an essential element of any business’s marketing strategy.
Marketing is conventionally essential to promote your goods or services and generally generates sales, whereas Public Relations is carried out to create brand awareness and build a relationship between the company and the consumers. PR is a component of your marketing strategy and can help create a relationship with your customers.
However, it is essential to measure the success of your PR campaign and if you can’t measure the success by the sales ($$), then what else can you monitor to measure its success?
Here are a few metrics you can use to measure your PR campaigns success:
Media Impressions is Must For Public Relation
The number of times your brand has been seen by media includes traditional media outlets such as newspapers, magazines, and TV, as well as more recent digital media such as blogs, social media, and podcasts.
This helps us understand the reach of your campaign and your potential target audience.
Media Value is the estimated value of the coverage your brand receives from the media. It takes into account the reach of the media outlet, the placement of the coverage, and the type of coverage (positive or negative).
Social Media Engagement
Social media engagement is the interaction between your brand and its audience on social media platforms. It includes likes, shares, comments, and mentions, this helps you understand how your brand is perceived by your audience and how well your content resonates with them.
Website traffic is the number of visitors to your website. Measuring website traffic helps you understand how effective your PR campaigns are in driving people to your site. It also helps you identify which campaigns are generating the most traffic and which pages on your site are the most popular.
Measuring the success of your PR campaigns is essential to understand how effective they are in promoting your brand and increasing your visibility and this is where your PR agency can help you, not just implement a successful PR campaign but also understand the metrics to support the success.