If you are running a business or organization, you need to understand the importance of having a good public image. And there’s no better way to do that than by hiring a public relations agency. However, measuring the success of your PR agency can be tricky. After all, it can seem kind of vague and intangible. But trust us – it isn’t! In this blog post, we’ll discuss some ways to measure the success of your PR agency and how you can do it.
Define Your Goals
Before measuring success, you need to know what you’re trying to achieve. Set realistic and clear goals you want your PR agency to attain. Successful PR campaigns don’t have a one-size-fits-all approach. So, these goals will differ depending on the nature of your business, its goals, and the resources you’re dedicating to PR efforts. For instance, you may want to boost brand awareness, improve sales, or create a digital footprint. Once you’re crystal clear on your goals, move on to measuring success.
Measure Social Media Engagement
With social media, it’s easier to track community engagement and monitor your brand’s reputation. At the same time, you can look at typical metrics such as likes, shares, and retweets to determine how well your PR campaigns are doing. For better results, assess whether you’re getting leads and conversions from PR drives. You should also look at comments and messages you receive on social media platforms. For a successful PR campaign, you’ll need to engage with your target audience and build a community of prospects.
Measure Media Coverage
The kind of media coverage that a PR agency can attain for your business is crucial. A successful PR campaign generates leads, builds relationships, creates excitement for prospects and enhances the image of the brand. PR agencies will usually target outlets that reach your target audience. So, track media mentions to draw a direct line between your PR activities and your organization’s sales, leads and business growth.
Look at Sales and Web Traffic
A spike in web traffic and sales can highlight a successful PR campaign. Use online tools such as Google Analytics to track traffic to your website. Note the impact that various PR activities have on these numbers. Analyze and compare peak sales periods to PR campaigns run during the times. A successful PR campaign should help you build a long-term relationship with the audience and improve your bottom line.
Analyze Web Rankings
Finally, examine the overall ranking of your company’s website. Analyzing your site’s SEO performance, key phrases, and content visibility can help you assess the success of your PR campaigns. To do this, consider the backlinks from high-quality websites and the ranking of your most critical keywords.
Measuring the success of public relations agencies can be daunting. But by following these five tips, you can measure the impact of your PR campaigns in a quantitative and qualitative manner. Understanding where your PR performs well, as well as where it falls short, is vitally important in ensuring successful PR strategies that build and sustain your business image, generate leads and nurture your audience.