Let’s get measuring

As our brand new guide on how to measure B2B PR shows, it can be difficult to measure the impact of a PR campaign, given that some factors, like brand awareness, aren’t tangible. Content such as press releases and articles cannot only be used to help gain press coverage, but are also great pieces of content that an organisation can use to build their presence in the market. That’s why it’s important that all PR activity including content and coverage creation is regularly captured and reported on. But what’s the best way to showcase what PR has achieved for your business?

1. Choose your coverage tracking sources – You may have a good idea of the publications you have got coverage in, but how can you be sure that you haven’t missed any? Chances are you already have access to some free tools like web analytics, so using them is a no-brainer. Third party measurement tools like press clipping services not only track and send you the coverage, but also provide other data such as how many people have viewed the coverage and MOZ ranking; something that your client will probably be unaware of otherwise. Don’t be afraid to measure the digital impact of coverage such as the domain authority of links you gain, as this will prove the digital impact your content has.

2. Reporting and tracking – With a holistic report that takes into account all the different measurement metrics, you can really show the value of a PR campaign. Here at Skout, we’ve created a measurement tracker that looks at a variety of factors that determine successful coverage and content, such as social engagement. We hear from clients what their priorities are, such as SEO, and we want to show them how PR content can support it. Work out what measurement metrics are important to you and key stakeholders in the business and measure the impact of your content accordingly.

3. Interpretation and action – Now you’ve got the metrics that show the impact of your work, don’t just keep it on record; use it to inform future campaigns. A report can highlight gaps in your work, e.g. if you’ve not gained as many coverage views as you’d aimed for, you can look at how you can get into more widely-read publications next time.

PR measurement doesn’t have to be the headache it’s long been perceived; we hope our guide helps you keep things simple!

Alex Brown enjoys being one of the Skout blog’s most regular contributors.

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