PR Success: A Measurable Journey, Not Just a Destination
Measuring success is often perceived as a challenge, even for seasoned PR professionals. Showcasing our work, tallying outreach efforts, celebrating wins, or facing no visible results all present opportunities for evaluation. But how do we define and assess 'successful' PR efforts?
In the grand scheme of PR, it's not just about a 'win' or 'loss' scenario, but rather about a commitment to realistic goals and promises set in unison with the client. The measure of PR success lies not only in the ultimate outcome but equally in the journey — a journey defined by strategizing, executing, monitoring, and adjusting our approach as needed.
Why Goal-Setting Matters
Setting goals in cooperation with the client lies at the heart of PR success. It establishes a shared vision and a tangible roadmap to follow. This approach ensures transparency and fosters mutual trust, making the client an integral part of the decision-making process.
It's essential to remember that the lack of immediate wins doesn't equate to a failed PR campaign. It's the commitment to the process, the grit to continue working towards set objectives, and the flexibility to make necessary changes that ultimately defines the effectiveness of your PR efforts.
Either you've done what you set out to achieve, or you haven't. It's this transparency that strengthens the client-PR professional relationship, underscoring the adage, "Promises made are promises kept."
Navigating Through Key Metrics
Understanding and effectively using key metrics can provide the data-based insight necessary to gauge and guide your PR campaign's success:
1. Media Mentions:
One of the primary barometers of success, media mentions help gauge your brand's presence in public discourse. Tools like Mention and Google Alerts can help capture these data points. A case in point is the broad global coverage of IKEA's ThisAbles campaign.
2. Media Reach:
Measure your campaign's footprint using media reach - the number of people who see or hear about your brand through media. Platforms like Cision and Meltwater are instrumental here.
3. Social Media Engagement:
Interactions on social media form a critical part of modern PR metrics. Tools like Hootsuite, Sprout Social, and Buffer allow you to track this engagement effectively. For inspiration, look no further than Nike's "Dream Crazy" campaign.
4. Website Traffic:
Website analytics give you a snapshot of the direct interest in your brand or product. Google Analytics is an indispensable tool in this area.
5. Lead Generation:
Understanding interest in your brand is possible by tracking lead generation using tools like HubSpot, Mailchimp, and Marketo.
6. Sales:
Ultimately, the impact of a PR campaign can often be seen in sales figures. Use your sales tracking system to understand this bottom-line impact.
Building an Agile and Patient PR Strategy
In the evolving landscape of PR, it's not just about setting goals and striving to achieve them. It's also about being agile and making adjustments based on real-time tracking and analysis.
Remember, PR is a marathon, not a sprint. Great results often require time, as exemplified by the Always #LikeAGirl campaign. Patience is a virtue that pays off in the PR world.
PR success is not merely a function of loud victories or evident wins, but also the consistent journey towards pre-defined objectives. A focus on transparency, commitment to realistic goals, effective use of PR tools, and patience can help redefine your PR campaign's success, creating a resilient bond with clients and delivering campaigns that exceed expectations.
Unlock the power of PR
Copyright © 2022 PR Toolkit Central, Inc. All rights reserved.