The Public Relations Blog
We frequently blog about the latest public relations corporation communications, and marketing topics, tips, and trends. Our blog is one of the 100 Best Public Relations Blogs for 2023, according to FeedSpot. Please help yourself to our insights and be sure to subscribe to our weekly blog notifications.
Measuring your PR and communication campaigns the right way proves its value
The Barcelona Principles provide best-practice guidelines to measure how well public relations and corporate communication efforts are working. PR isn't sales, yet measuring it correctly helps connect PR to real business results like sales pipeline activity, social media conversions, market share of voice, site traffic, and site rankings.
No marketing plan is complete without PR. An Entrepreneur article claimed “marketing without PR is like a dream without a goal.” And no marketing and PR plan will be able to prove value if not measured.
No company is safe from crisis as we’ve seen with the coronavirus pandemic. Although your communications strategy and tactics must shift to crisis communications during a time of emergency, it’s still of utmost importance to monitor and evaluate your company’s coverage as it weathers the storm.
You should continue to measure your company communications during a crisis, and you should include these four values in your criteria.
Let’s get SMARTER about PR
By now, you’ve probably heard about S.M.A.R.T. objectives (Specific, Measurable, Attainable, Realistic, and Timely) and using them for PR. We blogged about SMART objectives and how to be a SMART communications pro frequently.
There’s a movement to add ER to SMART objectives and push for SMARTER objectives, and we love it!
The definition of vanity metrics, and why they don’t really matter.
What we usually think of as vanity metrics are numbers like impressions, advertising value “equivalents” (AVEs), mentions, likes, shares, re-tweets, clicks, page views, downloads, etc. Although some vanity metrics may be important for historical benchmarking or baseline purposes, they shouldn’t be relied on for real intelligence.
Vanity metrics are good for feeling “warm and fuzzy” and bad for action. In other words, vanity metrics are numbers that feel important yet are fundamentally superficial, or worse, deceptive. They are numbers for numbers’ sake.
This is a story about determining ROI for public relations efforts. There is also a story about learning the fundamentals of measuring PR ROI as well.
When most people think about public relations, they tend to think PR is earned media coverage. (Even though PR is more than earned media coverage.)
And what is earned media anyway?
Traditionally, measuring a PR campaign and its outcomes were challenging. You may have even been told that public relations can't be measured. When it was measured, it was often assigned "publicity value," "advertising value equivalency," or some other arbitrary number. It doesn't have to be.
The industry is evolving quickly, making PR increasingly measurable through attribution technology.
How to measure your strategy performance
Most companies focus their energy and resources on designing and implementing their marketing campaigns and underestimate the importance of measuring the results. It’s very important to understand that measuring your results will help you improve your future outreach campaigns.
Axia Public Relation’s campaigns tie directly to what’s important to business leaders
Public relations campaigns work to impact your organization’s reputation, revenue, and recruiting. At Axia Public Relations, all our efforts drive one or more of these important factors. We start by tying our communication metrics to your company’s financials and key metrics. We’re able to articulate the value of PR in terms that your company leaders care about, such as their ROI.
Understanding the process of earned media and measuring the value of your coverage
How do you know if your earned media coverage is successful at telling your message? Our process for measuring earned media efforts can prove its value to organizations. Go beyond media impressions and measure numbers that really matter.
Beyond impressions, use these success factors to calculate the value of earned media coverage
Earned media coverage is a way to reach audiences and share your company’s message. A common way to make an announcement is to distribute a news release on a newswire. What does this actually do to reach audiences?
Axia PR helps you measure the ROI of your public relations efforts
While it might seem difficult to measure public relations, it’s not impossible. When you measure PR, you document the return on investment of your public relations campaign. Great PR improves an audience’s awareness, trust, understanding, and consideration of the topic, and it ultimately causes the audience to act.