Public relations is often viewed as a “brand building” exercise – one that can’t necessarily be measured clearly in numbers. To some extent, that’s true. It’s not always easy to quantify the effect an article, analyst report or tweet will have on your business as there isn’t always a clear link between coverage and sales. However, with clients and boardrooms more reliant than ever on key metrics to justify expenditures and measure success, labeling wins as “brand building” simply doesn’t cut it anymore.
Fortunately today, there are tools that can help us track the performance of campaigns and content. Everything from Google Analytics to Twitter’s built-in metrics can now help you not only measure the success of a PR campaign but also provide clues for how and where to improve. By carefully tracking specific metrics, you can see what keywords and traffic sources are most effective for your brand and goals and adjust future plans accordingly.
To start you off, here are four things to keep in mind when using analytics to drive and inform your public relations strategy:
While brand building will always play a significant role in public relations strategy, increasingly advanced technology will continue to move the emphasis towards metrics. It’s difficult to say how far this trend will go in the future, but in the meantime it’s great to see the PR practice finally becoming measureable with metrics serving as a partner in taking success and accountability to the next level.