How to measure the effectiveness of PR Measuring the effectiveness of PR is not an exact science, and some would say, is open to interpretation. However in today’s fast moving business environment, the explosion of technology has brought with it the ability to assess the impact on a company’s services, products and image in a way not even envisaged ten years ago. Welcome to the world of Social Media Marketing and the consumer driven society! Whatever the size or activity of a business, there are sound reasons for embracing these latest methods of communicating. Combine conventional PR with a Social Media strategy and the result is a very powerful marketing weapon, and measuring the success and effectiveness of a campaign is greatly enhanced. How? Listed below are a number of indicators that can easily be employed to help monitor your company’s PR activity: • • • • • • • • • • • • • • • • •
An increase in traffic to website/number of hits An increase in sales An increase in enquiries The amount of activity on your Facebook page increasing number of fans/likes Twitter activity – how many people are following you The number of business contacts you develop via Linkedin (and/or similar) Engagement in relevant business discussion groups Are you reaching your target audience Is your company featured in digital versions of mainstream national newspapers and magazines Are you asked to guest Blog on a major website How much editorial coverage does your company receive Is your company featured in relevant features within leading magazines How many product reviews (if relevant) does your company receive What case studies have you had published Has your company been entered for any awards Has your company won any awards What are your company’s SEO rankings
Thirty years of planning and implementing PR, marketing and promotional campaigns has taught me that essential to the success of any campaign or project (however large or small) is, defining at the outset what the client’s primary objectives and expectations are, establishing what the budget is, building and maintaining excellent communication between agency and client, and regularly monitoring and assessing progress throughout the campaign. Jeannie Rennie Rennie Randell Associates
www.rennierandell.com – Tel: 01252 312147
May 2011 (UK)