A public relations campaign is a series of strategic events or activities planned to achieve a certain goal within a company or brand. When a company executes a PR campaign, their team invests time, money and effort in hopes of improving its image or increasing awareness of the brand. So what’s the next step once you’ve created and implemented a PR campaign for your business? Don’t fall into the trap of moving onto the next project before you have time to measure and analyze results.
Here’s how to make the most out of your efforts each and every time:
Define Success
You won’t be able to calculate the impact of your campaign if you can’t pinpoint the ultimate goal behind it. Start by asking yourself the following question: What is the purpose of your campaign?
Is it to increase sales? Increase foot traffic? Increase general awareness of your brand? Or is the purpose to secure media coverage?
Once you have a better understanding of your goal, you’ll better be able to define what success looks like for your PR campaign.
Monitor the Right KPIs
A Key Performance Indicator (KPI) is a measurable value that indicates how effectively a company is accomplishing key market objectives. There are endless KPIs to consider when measuring the success of a public relations campaign but below are a few that you may want to measure.
Increase Foot Traffic to your Store
Many companies strive to increase foot traffic after implementing a PR campaign, in an attempt to boost overall sales and revenue. A few KPIs to track in this instance would be:
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Daily Sales
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Total Store Visits
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New Customer Store Visits
Secure Media Coverage
Pitching the media can be a great way to increase brand awareness of your business in your community or to your target audience. Once you’ve secured media coverage, it’s important to track your results in order to gain an understanding of what has worked and how to improve in areas that didn’t. A few KPI examples of securing media coverage are below.
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Number of articles featuring your business
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Views of each article featuring your business
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Average views of TV Segments
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Guest Interviews (Radio, Podcast, etc.)
Host an Influencer Event
With the increasing popularity of social media influencers, consumers often look to their favorite bloggers or influencers for purchasing advice. Utilizing influencer marketing can be a great addition to your marketing strategy if your brand wants to improve social reach in an authentic way. Hosting an influencer event can be a great way to increase awareness of your business or brand in your community.
To measure the success of an influencer event, consider the following metrics:
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Number of event attendees
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Number of posts published by influencers
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Number of new social media followers after the event
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Engagement rates on posts relating to event
Other KPIs may include new leads generated, website visits, social media mentions and more. If you’re serious about measuring the results of your next PR campaign, make sure you use these KPIs as a baseline. Once you’re able to define what success looks like for your PR campaign, you can then fine-tune future campaigns to be even more successful.
Want to learn more about creating a customized PR campaign for your company?
Contact the Social Ape team to learn how we can help.
