Are your PR campaigns actually working? With PR, sometimes it can be hard to measure as one of the main things we get asked about is increasing brand awareness.
By consistently measuring and evaluating our work, we can gain valuable insights, and make data-driven decisions to be able to demonstrate the value of PR to our clients and stakeholders.
Our work is always insight-driven PR, that we link to real business results and impact. This is why we’re excited to introduce our new bespoke PR measurement and evaluation tool ‘AMEC proINSIGHTS’; which uses a 7-step integrated framework to truly measure the business impact of your PR activity.
But why do you need to be measuring your PR campaigns? Let’s talk a look.
The importance of measuring PR efforts
Measuring PR efforts is crucial for several reasons. Firstly, it allows us to assess the success of your campaigns and determine what strategies and tactics are working. By analysing key metrics, such as media coverage, website traffic, and social media engagement, we can identify areas of improvement and optimise our future PR initiatives.
Secondly, measuring PR efforts helps us understand the return on your investment (ROI) of any campaign. Clients and stakeholders often want to know the tangible results and impact of their PR investments. By tracking metrics such as increased brand awareness, customer engagement, and lead generation, we can demonstrate the value and effectiveness of our PR strategies.
Lastly, measuring PR efforts enables us to adapt and refine our campaigns in real-time. By closely monitoring the performance of our activities, we can identify any issues or challenges early on and make necessary adjustments.
This agility and responsiveness are vital in today’s dynamic media landscape, where trends and public sentiment can change rapidly.
Common struggles PRs face when measuring campaigns
Measuring the success of PR campaigns can be a challenging task for many professionals in the industry. While public relations is an integral part of any marketing strategy, quantifying its effectiveness can be tricky without the right tools or expertise.
- Determining which metrics to track: With so many different aspects of PR – from media coverage to social media engagement – it can be overwhelming to figure out what really matters.
- Accurately attributing PR efforts to business outcomes: Unlike paid advertising, you can easily track conversions back to specific campaigns, PR is more about building brand reputation and awareness over time. This makes it difficult to directly tie PR activities to tangible business results.
- Access to the right tools: A tool isn’t a tool, if it’s not used correctly. Businesses with limited resources may not know how to use these tools, making it harder for them to accurately measure the impact of their PR efforts.
The AMEC framework and its significance in PR evaluation
The Association for the Measurement and Evaluation of Communication (AMEC) has developed a framework that provides guidelines and best practices for PR evaluation. The AMEC framework is widely recognised and used in the industry to measure the impact and effectiveness of PR campaigns.
The AMEC framework consists of 7 in-depth steps, including;
- Setting clear objectives
- Identifying outputs and outcomes
- Setting measurable indicators
- Wetting measurement measures
- Collecting and analysing data
- Evaluating against objectives, and
- Reporting and communicating results.
By following these steps, PR professionals can ensure that all clients are getting a systematic and comprehensive approach to the evaluation of any, and all, PR activities.
Introduction to AMEC proINSIGHTS
Launched just last month, our new PR measurement and measurement service AMEC proINSIGHTS is based on the internationally recognised AMEC framework – to ensure that your campaigns are aligned with your business objectives, produce measurable results, and generate a positive ROI.
And insight-driven PR is always at the core of our campaigns, so AMEC proINSIGHTS provides an invaluable tool for marketing and comms professionals looking to measure and evaluate the success of their PR campaigns.
It looks something like this –
Key metrics AMEC proINSIGHTS measures
When it comes to measuring PR campaigns, there are several key metrics that PR professionals should measure – which is why we’ve created AMEC proINSIGHTS.
These metrics provide valuable insights into the success and impact of PR initiatives. Let’s explore some of the key metrics in detail and what they could mean for your brand:
- Social media insight: Measuring social media engagement, can help evaluate the level of audience interaction and interest in the brand. It also provides insights into the effectiveness of social media campaigns.
- Media mentions: Tracking the number of media mentions provides a quantitative measure of the media’s interest in the brand and its PR initiatives. By analysing the media mentions, PR professionals can identify the media’s interest and perception of the brand.
- Tone and sentiment: Assessing the tone and sentiment of media coverage helps PR professionals gauge the overall perception and reputation of the brand. Positive or neutral sentiment indicates a successful PR campaign, while negative sentiment may require further analysis and action.
- Share of voice: Comparing the brand’s media coverage against competitors’ media coverage provides insights into the brand’s visibility and influence in the media landscape. This metric helps PR professionals understand their market position and identify opportunities for improvement.
Are you ready?
Ready to count the metrics that matter? Contact us today to get started with AMEC proINSIGHTS! With our expertise and industry-leading tools, we can help you measure, analyse, and optimise your PR campaigns for maximum impact and success.
