Measuring the efficacy of PR campaigns can be a challenge, with PR measurement options ranging from simple and cost effective Advertising Value Equivalency (AVE), to tone and relevance models for print and expensive surveys and focus groups to look more into your brand’s reputation. Online PR opened up a whole new world of opportunity to analyse who is picking up on your content and what works.
This blog will mean different things to different people. A politician trying to influence the opinions of the electorate, an engineering company trying to educate a distinct market about a new technology, and a software house trying to generate product leads and build its prospects database through inbound marketing have very different goals – but getting the content right is common to any PR campaign.
Embracing web analytics gave PR and marcomms professionals access to a mind-boggling array of cost-effective (or even free) information about their audiences. It won’t measure reputation, or how your audience perceives and reacts to your content, but web analytics give valuable real-time insight into what content works, with which geographies, and where the audiences come from. Deep analysis of analytics has its place, but to avoid getting lost in the details, keep a regular eye on these PR-friendly fundamentals:
The important thing to note with analytics is that they are always changing. To use this information effectively, you can’t just measure up after a campaign to see how well you’ve done – you should look at it throughout the campaign and adjust your content strategy accordingly. That way, you can learn how to tailor your content to your audience and keep them coming back for more.