Dry as it may seem, tracking the impact of a PR campaign is crucial to success, and has evolved over the years. The gathered metrics and subsequent analysis can beneficially inform budgeting and allocation of resources moving forward and can guide changes to messaging, audience engagement strategies, and sales processes. Yet measuring the power of PR can be challenging. The first step is to ensure alignment and agreement with the company’s business objectives.

Clear and measurable business objectives are essential as you need to know what you are trying to achieve and what success looks like. Examples of business objectives include increasing revenue by X% in 2022, attracting X% new talent and retaining XX% of existing talent in the coming 12 months, securing $XX million in additional investment by 202X, etc.

A strategic PR plan will ensure the proposed campaigns and activities are tied back to the organization’s business objectives. Ideally, the plan also provides recommended metrics to track its effectiveness. There are numerous ways to measure the impact of PR. “[I]t’s essential for any PR team to find ways to demonstrate the results of their efforts,” counseled a recent article in Forbes entitled 14 Key Metrics For Measuring A PR Campaign’s Effectiveness. “If campaign results can’t be measured accurately, it’s hard to determine their worth and create effective plans based on the progress thus far.” 

When incorporating metrics into a PR plan, knowing what is already being tracked, what is feasible to track, and the effort associated with tracking specific metrics is critical. Further, if the metric does not directly align with a business objective, it is vital to understand how it affects or supports one or more of the organization’s business objectives. 

To read more on this topic, below are some additional resources:

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