Ever thought about the role metrics play in public relations (PR) campaigns? Well, according to Liz McGee, Director of Communications for the Institute of International Finance, a well-devised measuring system is key. It influences decision-making, validates a campaign’s impact, and can lead to more informed, refined strategies.
The key is in the understanding. Not just of communication, but the entire business. Understanding the core functions of an organization and correctly representing its vision is vital. PR isn’t just about spreading info, it’s about fostering strong, trust-based relationships with your audience. After all, PR folks are the face of the organization.
A good PR campaign revolves around setting clear, achievable objectives. The best way to do this? Determine your Key Performance Indicators (KPIs) such as stock values or gross revenue, then link them to their financial outcomes. Need some advice on how to measure success? Establish it upfront. Build a solid database of information and adjust it as needed, says McGee.
McGee suggested a media relations measurement system.
Assessing PR campaign success with Liz McGee
Split into four categories: Output, Volume, Quality, and Impact. Consider everything from quantity of media content (‘Output’) to the extent of media coverage (‘Volume’). Not forgetting, of course, the values of your media placements (‘Quality’) and the influence they have on your audience’s behavior towards the company (‘Impact’).
There’s another perspective to consider, the PR team’s operational input (‘Output’) versus the campaign’s reach (‘Volume’). Factors like how much engagement your PR efforts produce (‘Engagement’) to the actual effect they have on the company, are huge (‘Impact’). Efficiency is the keyword, and remember, your influence on public opinion is key.
Can’t stress this enough, the quality of your media placements is vital. It diminishes any negative or unrelated placements and enhances beneficial ones. This enables saving resources and targeting beneficial channels. It also provides insight into future trends and platform possibilities.
With the right numerical system in place, the ‘Impact’ category can showcase the change prompted by media placements, says McGee. Prominence, reach and sentiment are key. These measures offer a comprehensive view of your media placement’s influence, providing an empirical basis for future strategic decision-making.
Wrapping it up, these four categories act as a guide for PR teams, helping them showcase their relevance and contribution to their organization’s success. They highlight the role PR plays in shaping corporate image and public perception. These tools enable constant improvement, which leads to better results. In the constantly evolving business environment, the strategic use of these categories is vital for any PR team’s success.
