A public relations campaign should always have a clear objective: raise brand or product awareness, highlight the launch of a new product, reach a larger or new audience, or even improve brand’s reputation.
But how do I know if my campaign has been successful?
It’s essential you measuring PR performance since impact can be tough. This is mainly because unlike other areas of Marketing, PR doesn’t always have an impact on sales. It’s supposed to improve the perception of your business whereas marketing campaigns focus on driving revenue and boosting profits.
However, It’s still possible to set up the right KPIs and monitor them regularly.
Let’s analyse some of the most common ones
A backlink is a link created when one website links to another. They are also called “inbound or incoming links”.
These links are especially valuable for SEO purposes because Search Engines consider them as a “vote for confidence and relevance”
They will help you find where your brand has been mentioned, making it easy for readers to click-through and visit your site.
Hence, they could also be considered as a good source of traffic
Brand mentions occur when someone mentions your brand. This is the most used metric when analysing Brand awareness campaigns.
Some will be tagged or hyperlinked, but some others won’t — which means you will have to go looking for them.
And as with friends, the more positive brand mentions, the merrier.
Knowing where your customers come from is no longer a mystery, you can implement surveys after they purchase or fill in a form asking them how they heard of you but also, via Google Analytics.
The latter is the most reliable tool as it shows your customers’ conversion paths.
It’s very important to have access to this information as it will determine your most successful communication and conversion channels.
Domain authority refers to your website’s SEO ranking and how it performs in search results.
It’s ranked from 1 to 100, being 100 the highest and 1 the lowest. You will use this metric to compare your website to your main competitors. The higher your domain authority is, the better your website will rank in search results.
Domain authority evaluates multiple factors but the following can be considered the main ones: backlinks, links from your site to others and the age of your site. While you can’t magically make your website older, you can leverage PR to attract backlinks and place links in your content.
You can check your domain authority for free on the Moz website.
Tracking sentiment can help you understand what your audience is saying about your brand and whether or not you need to address any problems or concerns.
Keeping track of online sentiment may seem hard or impossible but there are actually some tools which solve the problem.
Site traffic is a sign of successful PR efforts. If people are hearing about your brand through earned or paid media, they will likely navigate to your site.
To see where this traffic comes from, use the Google Analytics Traffic sources report.
Social Media Engagement
When measuring social media engagement, you will have to consider: views, impressions, likes, shares, and comments.
You should analyse how many views you get compared to impressions and likes. As well as number of shares and comments.
This will tell you if your audience is engaged with the content you publish or on the contrary, if you should revisit your content strategy.
These are different to social media engagement. Social shares refer to when somebody shares something from your website on their social channels.
It’s the main metric to measure brand reputation but also to analyze your content strategy. As it shows which is your most popular content.
So, keep calm and carry on tracking data and learning. It may take a while to see results from PR efforts.