May 09, 2015 / by Gina Joseph

As any good journalist or novelist knows, a story isn’t complete unless it answers the Five Ws of storytelling: who, what, when, where and why. And as any good PR pro knows, storytelling is also key to a successful campaign—yet it’s only half of the equation.

The other half involves measuring to prove ROI. But where to begin? Before getting started with metrics, here are the five Ws to consider when it comes to preparing a measurement game plan.


Perhaps the most important piece of the puzzle when considering a measurement game plan, figuring out the “why” is crucial to getting started. You don’t want to just start tracking numbers simply for the sake of measurement. Do you want to see how one campaign compares to another? Are you looking to prove social media success? Thinking about your end goals will help you with the rest of your strategy.


Think about where in the cycle you want to focus your efforts. Is it on website clicks? Media spots? Headline impressions? Inbound traffic from social posts? Decide beforehand which parts of your campaign would make the most sense to measure.


Identify your target audience. Who will be most interested in your news or product? Do some research and consider the demographics, platforms and channels that will work best when sending your release and promoting your content.


You’ll need to consider what tools you will use. PRWeb offers a comprehensive platform that can easily track, compare, analyze and summarize the effectiveness of your campaign. When on a small budget, consider Google Analytics and using tracking codes for your social media links, and keep everything in an Excel or Google spreadsheet. Make sure you consistently read up on the latest measurement trends, and attend conferences or events that focus on metrics.


Make sure to plan and share a timeline for your campaign. It helps to know when each piece will go out and when you will expect results. This will aid in keeping everyone updated and informed when it comes time to measure your success.

Want more info on PR measurement? Get our PR Measurement Toolkit now!

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About Gina Joseph

Gina Joseph is a features writer for Cision Blog, and is also the digital engagement manager for Cision’s marketing department. She’s a book nerd, Detroit sports enthusiast, lover of cats, lifelong Phil Collins fan, and budding snowboarder. Find her on Twitter @gmg912.