Measuring the success of your PR activity can be difficult, as results are often more tricky to quantify than traditional advertising and marketing campaigns. So how do you measure the success of your PR efforts? We’ve compiled a list of key metrics that you can consider when it comes to evaluating your PR activity.

Media coverage

One of the most effective ways to measure the success of PR activity is to look at the amount of press coverage it generated. Coverage in well-known publications is a sign your activity has been successful in raising brand awareness and getting in front of the eyes of key target audiences. Working with PR experts can help you achieve maximum coverage in your target publications to portray your key messages.

You can also monitor the tone and sentiment of coverage and identify whether your brand or campaign is illustrated in a positive, negative or neutral light.

 

Share of voice

Calculating the share of voice for your brand and its position in comparison to competitors is a key indicator of the success of your PR efforts. This is since share of voice can help determine brand awareness, meaning it’s a useful tool to monitor before and after your campaign, to see if it has a positive impact on results.

Brand Mentions

Brand mentions indicate the number of times your brands name or product is mentioned across publications and social media. If there is a spike in the number of brand mentions following or throughout the campaign period, this demonstrates that the campaign was successful in driving interest and awareness. It’s important to make a note of the average number of mentions prior to the campaign, so you can draw direct comparisons. Analysing the nature and tone of brand mentions is also essential, as it helps to conclude if your brand is being discussed in a positive or negative light.

Website Traffic

Similarly to brand mentions, web traffic can be a key indicator of a successful PR strategy as it indicates the level of impact your campaign has had in raising brand awareness and driving engagement. This can be measured  through various tools, including Google Analytics if correctly set up, to see if there has been a notable increase throughout or following the campaign period.

Sales or leads

Sales and leads are another metric that indicate the success of a PR campaign. Depending on the campaign objective of course, a successful campaign could result in an increase in your brands sales figures over time, and contribute to generating new business leads. It can be difficult to assess whether a PR campaign has directly generated a new lead, however you can consider asking new customers or clients where they heard about your brand offering to evaluate this.

Social Media Engagement

Analysing engagement metrics can help you draw conclusions about the success of your PR campaign. A spike in social media impressions, engagements or profile visits throughout or after your campaign period suggests that your campaign has been successful in driving awareness and prompting people to find out more about your brand.

In conclusion, measuring the success of a PR campaign can help reveal what’s working and what’s not, which can help to refine your brand’s strategy and approach. With the right tools and tactics, it’s possible to measure the effectiveness of a PR campaign and determine key learnings and areas for improvement.

Working with PR experts can give you access to these tools to be able to successfully track and monitor your PR efforts, as well as allow you to achieve quality placements that meet your objectives and reach target audiences. At Prohibition, we work with various brands across all sectors, B2B and B2C to create innovative PR campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on  0113 430 4160.

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  1. What is Evergreen Content and Why is it important for PR’s?
  2. Recent PR Campaigns That Have Successfully Implemented Video Content
  3. How to Build a Strong Brand through Public Relations