While it used to be a running joke that many in the communication industry were there to avoid numbers and math, these days the importance of measuring PR efforts is no longer being ignored.
PR professionals are realizing that measurement needs to be a standard part of every campaign strategy—and, luckily, there are tools and technology now to make it a bit easier. Below are three types of tools you can use to demonstrate the ROI and impact of your campaigns.
Google Analytics should be a part of every PR pros toolkit. It’s free, and helps communicators form a more strategic measurement program that shows PR’s value in an organization. It can be used to simply look up the popularity of a blog post, or figure out social network referrals.
2. Tag Management
Google Tag Manager is a free tracking tool—similar to Google Analytics—except this function is designed to measure much more granular data from your website or landing page. An example of this would be if you want to optimize social distribution: Google Tag Manager can track the number of social shares that come directly from your site. This eliminates trying to figure out if shares came from another site or from sponsored ads, and allows you to know where to best place social sharing buttons.
Knowing how the sentiment towards your product changed during and after a communications campaign is valuable for future campaign forecasting. The key with sentiment is knowing that the end goal is to monitor outcome, not output. If 30 percent of media comments about your product were favorable before the campaign, 45 percent during, and 40 percent favorable after, that’s an indication that your campaign was effective. Cision Social Software helps you easily monitor and analyze your campaign sentiment.
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