The PR industry has long been grappling with a fundamental challenge: proving its worth. For too long, we’ve relied on vanity metrics like AVE, engagement, reach, impression, category of publication, industry share of voice, and media mentions to demonstrate our impact. Although they might look impressive superficially; these metrics do not capture how communications contribute to the business. They just create an impression that we are mostly about generating buzz rather than driving business growth. Founders and CxOs, especially in the fast-paced startup ecosystem, don’t rely on metrics that don’t directly correlate to revenue. They want to see how communication is moving the needle, and not just generating noise, and due to this reason, Comms have always remained a secondary and tertiary function, It’s time to bring a radical shift in the industry.
Metrics that matter
To truly measure the impact of PR, it’s essential to adopt metrics that reveal how communication efforts are moving the needle for the brand. Here are several advanced metrics and approaches that can offer deeper insights into the effectiveness of PR strategies:
Brand Search Volume Analysis:
Utilising tools like Google Analytics to track brand search volume before, during, and after a PR campaign can provide valuable insights into how PR activities influence public interest. An increase in brand search volume often signifies heightened consumer curiosity and engagement, indicating that PR efforts are successfully driving awareness.
Share of Headlines:
Instead of relying solely on the share of voice, consider measuring the frequency and prominence of brand mentions in headlines. Headline mentions are often more impactful than general mentions, as they are more likely to be noticed and remembered by the audience. This metric offers a clearer picture of the brand’s visibility and significance in media coverage.
Audience Perception Studies:
Conduct surveys to determine if audiences recall seeing or hearing the brand in the news. This approach helps assess the effectiveness of PR in achieving real brand visibility compared to paid advertising. It provides a direct measure of how PR contributes to brand recognition and recall.
Backlink and UTM Tracking in Paid Media:
For campaigns that incorporate paid media, tracking backlinks and UTM parameters can reveal how PR activities are driving direct traffic to the brand’s website. Analysing this data helps measure the effectiveness of PR in generating leads and conversions, offering a clear link between PR efforts and business outcomes.
Keyword Measurement:
Like in performance marketing, track how your brand’s keyword rankings evolve. This data provides insights into the effectiveness of your PR efforts in improving search visibility and driving organic traffic and SEO
Sentiment Analysis:
Sentiment analysis is essential for understanding and managing public perception. While it may not directly correlate to immediate sales figures, it offers invaluable insights into brand health. Negative sentiment can erode trust and impact customer loyalty, while positive sentiment can enhance brand reputation and drive long-term growth. By closely monitoring sentiment, businesses can proactively address issues, capitalise on opportunities, and make data-driven decisions.
A Culture of Data-Driven Decision Making
To elevate PR to a strategic business partner, communications teams must undergo a cultural shift toward data-driven decision-making. This involves fostering a culture of experimentation and measurement to quantify the impact of our efforts. By collaborating closely with business analytics and media intelligence consultancies, we can delve deeper into data, uncover new metrics, and demonstrate the tangible value that communications brings to the organisation.
It’s time to go beyond superficial metrics and track only those that truly matter. Measuring the work through its positive impact on business outcomes, one can build a meaningful case for PR and secure a place as an integral driver of growth for the function.
May the force be with you!
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Himanshu is a seasoned Corporate Affairs leader with a proven track record in shaping brand narratives and leading impactful public affairs initiatives. With over 15 years of experience, he excels in crafting strategic communications, leading advocacy, and driving social impact. He is currently heading Reputation and Policy at Pristyn Care.
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