January 10, 2019
/ by Sarah Parker
The biggest hurdle for most brands when it comes to PR measurement in the digital age is figuring out what, exactly, they should be measuring. When everything is increasingly measurable, it's easy to quickly get overwhelmed and not know which metrics to focus on for your brand.
If you're looking for a fresh start in the new year, we're applying the digital PR process to measurement to help clarify what brands in an increasingly interconnected communications world need to focus on.
Let's dig in.
The quick version? It's a framework for everything you're already doing in your job as a communications professional.
More specifically, it's a communication process built for today's often fragmented digital media ecosystem. Digital PR combines targeted storytelling and scalable influencer relations with the aim of improving your overall marketing strategy through the unique credibility of earned media.
It cycles through:
Traditional PR did not fully integrate with digital marketing tactics and strategies; digital PR does.
Is it everything that's available, sourced from several different tools and platforms, and crammed into several spreadsheets that make creating clean, readable reports an increasing nightmare?
Is it a bunch of KPIs chosen by a team that came before you, that hasn't been reviewed in several quarters or even years?
If you want to prove the value of what you do as a communications professional to those who aren't part of the day-to-day work, you need a better way.
Here's how digital PR can help.
Use the digital PR process to make sure you're focusing on what matters most: Building real relationships with your target audience and their influencers, so you can engage with them and use their feedback to optimize your content and general communications strategies in a sustainable, ongoing way.
Focus on metrics that show increasing engagement over time, such as:
All of this will help you clearly prove your value as a communications professional— something we're going to outline in more detail in an upcoming post.
If you want to see how TrendKite specifically can help you get the comprehensive, customizable PR measurement you need we're always happy to help. Just drop us a line.
We'll show you our customizable dashboard and alerts, how you can reach out to journalists and other influencers, our social media analytics and more.
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