Key Messages. Strategies. Tactics. These are the first things that pop into our minds when generating a communications plan. We get so caught up in the creative ideas and unique twists that we forget to ask, “What did we achieve?” We would say the most critical part of a PR campaign is measurement. Here’s why:
Thinking Like the Boss
As communications people, we sometimes forget that PR is a strategic function. Our methods need to align with the overall business plan. Often, companies break themselves into silos, each focussing solely on its own efforts and forgetting the need to communicate cross-functionally. In actuality, these so-called silos should be working together. The CEO wants to know how each function of the firm affected one thing: sales. Can you bring results to the boss? Time to start measuring.
Counting Pebbles
Let’s take a look at what to measure. The classic rules of PR state that we should look at AVE and MRP. How many stories? How many mentions? How many readers? But what does this really mean? On their own, these methods are like “counting pebbles in the driveway” as some forward-thinking individuals would say. Don’t get us wrong, measuring output is an essential step in getting real results. After this step, however, it is crucial to determine the outcomes.
Defining Outcomes
So your campaign generated 185 media stories, 34 reprints and was “seen” by 150,000 glaring eyeballs. Sounds like a success, right? Not to the boss. Take a look at what you should be measuring as a strategic PR advisor:
- Impact on sales
- Traffic to an event
- Change in awareness, attitudes and understanding
- Employee engagement
- Shift in investment behaviours
Each of these items is visible to the CEO, and means something to the business beyond simple media mentions.
Kathryn Kates Public Relations can produce tangible results for your business. We invite you to check out our website, or join the Kathryn Kates Public Relations Facebook Fan Page. We would love to hear from you.
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