Measuring the bottom-line effectiveness of your communications campaign is not all perfect-science, but there are many ways to show how your PR work is working.
B2 principal Jesse Landis, APR, tackles the subject of media relations measurement in a chapter of the recently published PR News’ Media Relations Guidebook.
The national guidebook is designed to help PR practitioners stay current on best practices, and introduce students and emerging professionals to different aspects of media relations.
Jesse’s chapter emphasizes that there isn’t a one-size-fits solution to PR measurement. The metrics must be: tailored per campaign, clear to all parties involved, and included in the initial conversations on planning the program.
Some other points involve:
- defining the measurement methodologies and the campaign objectives at the same time;
- knowing that while both are important, outcomes outweigh outputs;
- leveraging news media coverage to expand reach and enhance value;
- using the right mix of numbers and narrative.
Thinking through the measurement system from the outset can help force us to more clearly define what success looks like, what role our work will have in leading to that success, and what needs to be done to ensure that everyone is on the same page with expectations.
The PR News’ Media Relations Guidebook also covers such topics as: building media relationships, pitching to news media, social media relations, strategic messaging, and crisis management.