Measuring Metrics: What’s the Formula for Showcasing PR’s Value?
Measuring metrics in the social sphere is only half of the equation when it comes to showcasing PR’s value.
Executives want an explanation of how those numbers are turning into actual revenue for the company. And if you’re unable to show the value of your work, the numbers that roll off your tongue will sound like a math equation gone wrong.
PR professionals often search for a magic solution to the value dilemma, but the answer is a lot simpler than they think.
At her “Money Well Spent: Tips for Showcasing PR’s Value” webinar, Shonali Burke explored how to design and develop a PR campaign center piece, avoid the seven sins of bad measurement and refocus your efforts when something doesn’t go according to plan.
Here are the top three takeaways from Shonali’s recent webinar:
1. Ask Yourself These Questions
According to Jim Sterne’s book Social Media Metrics, all companies focus on one, or a combination of three basic business objectives. If you can determine whether your company is looking to raise revenue, lower costs, or improve customer satisfaction, you’ll be able to better shape your PR campaign to meet those goals.
Once you’ve established what your executives are looking for, you should ask yourself two basic questions: What are you trying to do? And, why is it important?
“Answering these questions makes sure we are tying our strategy back to business,” says Shonali.
2. Create a Center Piece for Your PR Campaign
Shonali first explores the success story of the USA for UNHCR’s Blue Key campaign, which aimed to raise awareness and funds for the intense worldwide refugee problem by selling key pins and pendants.
Who better to ask for help getting the word out than former refugees who have successfully integrated into their new society as key influencers?
In under a month, USA for UNHCR created and implemented their center piece: the Blue Key Champion Program. By creating a Facebook group specifically for these individuals, Shonali got them talking to each other as well as their own communities.
“Make it easy for them,” Shonali says. “The less you have to inconvenience them, the more likely they’ll do what it is you want them to do.”
If you give key communicators access to tracking links and hashtags, you can monitor the analytics while they spread your message across social channels. And before you know it, they’ll be asking, “What more can we do?”
3. Determine How to Measure Your Metrics
“Don’t get stuck in measuring the tools. It happens all the time.” — Shonali Burke
Shonali suggests focusing on what you’re trying to have happen.
“Where do you want them to go? What needs to happen? Think of the end and work backwards from there,” Shonali says.
Oxfam America wanted to get the world talking about and observe International Women’s Day. But how would they know if the campaign had been successful if they wanted women to host parties to celebrate?
Shonali suggested creating two versions of the non-profit’s International Women’s Day award. With an electronic award, they could track the number of downloads and share the link with the media to increase buzz prior to the big day.
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