12 Jul 3 Ways to Measure your PR Effect
Are you finding it hard to evaluate the effect of a PR campaign that you are running?
Every boss expects you to give analytics that prove that it’s worthwhile for him or her to keep investing in the PR department. As Erika Heald states in her article on Ragan, “if your PR reporting focuses solely on brand mentions and ancillary vanity metrics, your job is in jeopardy.”
The following are tactics that one can employ to gauge the PR campaigns’ success in their target market:
- Sales Analysis
Digital PR maybe easily measured by using digital tools to calculate engagements and conversion rates. However, traditional PR may take a prolonged duration to give significant results. One might have a hard time determining their PR effects with campaigns ran on newspapers or billboards. To gauge if your advertisements on newspaper and billboards are working you will need to calculate the change in sales volume by location . This will enable you to know which products work best in which areas. As well as, which campaign best suits each particular area.
- Website Traffic
Today, most people purchase almost everything online. According to Internet World Stats report released in June 2017, 89.4% of the Kenyan population uses internet.
For all the campaigns that you run, the performance metrics may be determined by the number of internet users visiting your website.
If your Newspaper, Television or Radio Adverts are very detailed and your product or service is something that would add value to their lives; many people will be anxious to go online and search for your company for more details.
With tools like Google Analytics, you are able to track the source of your website traffic.
- Social Media Mention Tracking Tools
According to Brand24, 88% of people trust online reviews with 85% of customers checking up to 10 reviews before purchasing.
It is important to ensure that you keep a good reputation online and give your customers the best experience. You can use free applications to monitor any mentions of your company online. Thus, keeping track of any consumer complaints and handling it before other prospects start developing any negative ideas. Try using free online mention tracking tools like Talkwalker to monitor every conversation about your brand, hashtags and competition on social media.
Do you have more tips on how you track your PR effect? Share some with us.