Your brand’s reputation is invaluable. It influences whether people want to buy from you, work with you, or invest in your growth. Managing this reputation isn’t just about creating awareness – it’s about understanding how your PR efforts are truly impacting audience perceptions and behaviours.
But how do you effectively gauge that impact?
The answer lies in measuring and reporting on PR campaigns. In this guide, the experts at Third Hemisphere break down how to quantify PR efforts, from essential metrics to industry-standard tools.
What is PR Measurement?
PR measurement is the practice of evaluating the success of PR initiatives. It involves a range of metrics, including audience reach, share of voice, brand sentiment, media value, and even website backlinks. For decades, Advertising Value Equivalents (AVE) were a go-to metric for assigning a monetary value to PR activities, particularly those hard to quantify, such as print coverage. However, AVEs have been largely phased out as they don’t provide an accurate reflection of PR’s unique value.
In 2010, PR professionals gathered to establish a new, outcome-focused approach. The result was the Barcelona Principles — seven universal guidelines for measuring PR outcomes. These guidelines shifted the focus to results rather than activity alone and included social media as an integral part of communication strategies. Updated in 2015 and 2020, the principles emphasize that measurable goals are critical to understanding PR’s contribution to business success.
Why Measure PR Campaigns?
The global PR industry generates billions annually, with companies investing heavily in brand-building and reputation management. In a competitive environment, proving PR’s ROI is vital—especially as 50% of PR professionals cite measurement and ROI proof as their biggest challenge. For those who successfully measure and communicate their PR impact, the rewards include increased credibility, informed decision-making, and stronger justification for budget allocations.
Jeremy Liddle, Managing Director of Third Hemisphere, emphasizes the value of measurement, stating, “PR measurement isn’t just about tracking numbers; it’s about uncovering insights that show how your brand is resonating with people. When you can see what’s working, you’re able to make smarter decisions that build trust and drive real business growth.”
Key Benefits of PR Measurement
Accurate PR measurement enables your team to:
– Clearly demonstrate PR’s value in achieving business objectives.
– Identify and adjust strategies to improve outcomes.
– Learn from past performance to set KPIs and budget for future campaigns.
– Support your brand with data-driven insights in times of crisis.
Starting with PR Measurement Planning
Effective PR measurement begins with setting clear, SMART (Specific, Measurable, Achievable, Relevant, Timed) goals. According to the first Barcelona Principle, setting measurable goals is essential for any PR evaluation. Once you define your objectives, you can create strategies to guide consumers through the communications funnel and meet those goals.
How to Measure PR Success
PR performance can be assessed through various metrics, generally categorized into three types: outputs, outtakes, and outcomes.
– Outputs: These track the PR activities you execute. Examples include the number of media releases issued, social media posts published, or events attended.
– Outtakes: These measure public perception following a campaign. Sentiment, trustworthiness, and other brand attributes can be gauged through surveys or digital engagement metrics like bounce rates.
– Outcomes: These evaluate consumer actions in response to PR efforts. Examples include reading a blog post, making a purchase, engaging with content, or attending events. These behaviour-driven metrics often correlate directly with business objectives and ROI.
By tracking relevant metrics and using advanced PR tools, your team can gain valuable insights into what drives success and refine your approach.
Ready to Elevate Your PR Impact?
Effective PR measurement requires skill, expertise, and the right tools to capture and analyze data meaningfully. If you’re looking to take your PR campaigns to the next level and maximize their impact, Third Hemisphere is here to help. Contact us to learn more about how we can support you in setting, tracking, and optimizing your PR measurement strategy.
