From the course: Public Relations Foundations
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Quantifying PR measurement
From the course: Public Relations Foundations
Quantifying PR measurement
- It's not that we don't want to measure pure success. Often we find it's difficult to choose the best approach for measurement. There are so many metrics that can be captured. Let's focus on five, exposure, that's your reach. Engagement, this is customer response after you share. Preference, what customers favor. Impact, that's financial. And then advocacy which is when customers encourage others to buy from you. That's the ultimate goal. So what are the key performance indicators or KPIs for each of these? For exposure over a period of time, measure and quantify the following metrics. The number of times you're mentioned in the media and the reach of the outlet. The number of times people mention your product based on your editorial coverage. An increase in the opportunity for people to see your key messages. Next for engagement, look at the increase in engagement including total comments, shares, or likes. The percentage increase in return visits to a website or a web landing page.…
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