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What’s going on at Ruder Finn these days?
Anyone know who is hiring in SF right now?
Any reason I shouldn't buy REQ?
Do you no da gwei?
U do not no da gwei
What’s going on at Ruder Finn these days?
I use a mix of Barcelona Principles and attribution models in Google Analytics. Instead of focusing on outputs, focus on outcomes. Measure SOV, Sentiment and Google Ranking each quarter. My team also sends monthly reports with a link to their metric dashboard and coverage, but most importantly, in that report we include our monthly activities like written materials, media liaison, consultation and big ideas, this showcases the value of PR and helps with client retention when they’re deciding if they need to cut PR/bring it in house etc.
A great way to showcase your team and what you do is to implement an Organizational Performance Campaign for your client and everyone in their comms dept. Create a presentation to define PR and what you do, show examples of impactful coverage and how PR can bring great awareness and revenue to their company, and really drive the message of how much more successful the company can be if internal teams knew what stories/experts could resonate with media. Organizational Performance is a great KPI to hit as well
Yes, we use it to show outcome traffic during a span of time compared to non campaign timeframes. We stopped doing only the touchpoint for referral traffic (backlinks) because consumers buying decisions aren’t always immediate
SOV (PR metric) and market share (business metric) on the same graph shown QoQ.
Quarter-over-quarter.
Google analytics can show website traffic. Also, does your client have an affiliate program? A lot of DTC clients do -- publishers will monetize the links through earned coverage if it's in place. You can demonstrate sales if that is the case. Lastly, as someone else mentioned -- use Cision to demonstrate year over year increases in share of voice vs. competitors as well as brand mentions / demand and total readership. Good luck!
This is a really good question. Curious, does your team use critical mention? I know on there it shows $$ ROI.
VP1 what’s media velocity?
Try Earned Media Value. Even a relatively poor outreach campaign will yield an EMV that blows whatever the retainer the client is paying out of the water.
Second ^ I’ve never used this but curious how it calculates $ ROI
On top of everything that has been mentioned above id like to also take account of Social Echo which is the number of social media shares of your coverages