PR ROI You Should be Measuring

How much money is one perfectly-timed tweet worth? Today, everyone is socially connected in some way, making PR more important now than ever. Your customers and clients are looking up your business online, reading reviews, tweeting about products, and crowdsourcing their experience with your brand every.single.day.

It’s one thing to create a PR campaign and hope for the best. But to truly know if your campaign is successful, you have to measure ROI, or return-on-investment. However, this is also one of the most challenging parts of PR; how do you actually measure ROI?

Here’s a list of things your company should also be concerned about instead of just the numbers:

  1. Count PR Mentions
    1. Is your PR team doing everything it can to keep your competitors out of the media’s eye?
    2. That being said, how often is your company being mentioned in the media? Notice how many of your mentions are top tier, (BusinessWeek, TechCrunch, Forbes, etc.) and how many are less popular, yet still influential. Each mention counts, though some will reach more people than others.
  2. Social Media Mentions
    1. Like before, it’s not only about counting mentions, but considering their weight. Evaluate the conversation that is happening within the community about your company or product. Qualitative over Quantitative.
    2. With each burst in social media mentions, you should see an increase in followers. It’s important to analyze who is following your accounts to make sure they’re of quality and not bought followers or bots. It won’t matter if you’re being followed by computers.
  3. Track Domain Authority
    1. Studies show, 60% of organic clicks are from the top three google pages in search. Monitoring where your page lands on Google will tell you if you need to improve your SEO/SEM to increase your place in Google search pages or not.
  4. Analyze Behaviors
    1. How many customers are calling to inquire about your products or services? Are you experiencing growth? Is your site generating more traffic from certain media placements? And how many of those visitors purchasing something or interacting with your site? Understanding what the audience is doing will help you appeal to their behaviors in the future.
  5. Relationships
    1. PR campaigns should increase brand awareness and generate goodwill towards their business. If this has succeeded, you may see a shift in behaviors with your brand advocates. Are these customers talking about your brand long after the campaign has ended? Are they recommending you on social media, blogs, forums, etc., after a purchase? Are they coming back to your business for more services?
    2. Is your company interacting with customers and prospective customers over social media? What does it look like? Is it friendly, or is it only when something has gone bad? Interacting with your customers creates a relationship and increases brand loyalty.
  6. Growth 
    1. Lastly, if your PR campaign has worked, you should be experiencing growth; whether it’s sales, downloads, subscribers, or whatever you are trying to accomplish for your company or product. If none of this happens, your PR campaign failed and it’s time to go back to the drawing board.

 

Sources

Bouwkamp, K. (n.d.). Stop the Spin: 3 Ways to Measure the ROI of PR. Retrieved November 29, 2017, from https://blog.hubspot.com/agency/measure-roi-pr

Lee, J. (2013, June 20). Home. Retrieved November 29, 2017, from https://searchenginewatch.com/sew/study/2276184/no-1-position-in-google-gets-33-of-search-traffic-study

Obrien, A. (2016, November 16). ROI of PR: How to Measure Your Campaign. From http://everything-pr.com/roi-public-relations/41033/

Pozin, I. (2014, June 06). 5 Measurements for PR ROI. Retrieved November 29, 2017, from https://www.forbes.com/sites/ilyapozin/2014/05/29/5-measurements-for-pr-roi/#7c9d4c6377d1