April 19, 2016
/ by Katie Gaab
Public relations is complex, which means proving its ROI can seem like an insurmountable task. But are you making measurement more difficult than it needs to be?
If you’re searching for a one-size-fits-all blueprint, you won’t get an in-depth understanding of how your individual campaigns have an impact on your brand.
Go beyond vanity metrics and customize your strategy with Cision’s “9 Ways to Show the Value of PR.” The free tip sheet provides communication professionals the information needed to identify which factors are integral to track, measure and prove how valuable your unique PR efforts are to your brand’s success.
Here are three areas where you can prove the impact of your brand’s PR:
Awards and accolades can establish your brand as a leader in your industry, but measuring their value can get a bit tricky if you don’t set your brand up in the right direction.
First, outline goals for what types of awards and lists are most important and ensure you meet any required criteria. Then, apply for the awards that play up your brand’s strengths.
Once your brand wins an award or makes it onto a list, look to see if the competition made the cut, too. If a competitor ranks higher, think about ways to improve for next year. Earning the same award year after year will maintain your brand’s reputation, but moving up on a list or winning a better known accolade will generate even more buzz around your brand’s success.
While social media has altered the way brands reach their audiences, public relations is not limited to those channels. To increase leads and build your audience, you need to figure out what prompts new visitors to look at your website, how long they stay and what they do once there.
In order to nurture prospects into buying your products, or donating money to your non-profit or PAC, you have to inch them closer to the top of your funnel.
To see how your public relations impacts these steps, incorporate UTM codes into all of your links, not just your social media content. If you can’t, note the dates, times and exact effort (media mention, award, etc.) when it happens.
Then, when you look at traffic spikes, signups for an event or social media engagement, you’ll have a better understanding of what campaign worked. Contrarily, if you notice a sudden drop, look to see what could be the cause and what you could have done differently.
Whether looking at social or traditional media, all brands should track positive, negative and neutral sentiment. Due to retweets and shared posts, neutral sentiment will likely make up the majority of the conversation.
If your brand doesn’t have a benchmark already in place, take a period of time and use the sentiment from that particular branded conversation as a base.
While you’ll want to increase your positive sentiment, set realistic expectations for your brand. No brand will ever reach a 100 percent positive sentiment. As a result, aim for small, singular percentage increases.
Not sure how to go about doing that? Negative sentiment can be turned positive if you listen to what’s being said. Jay Baer suggests engaging with those complaining about your brand to correct the situation and turn a hater into a brand advocate.
Images via Pixabay: 1
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