What Metrics Should a Public Relations Report Include?
To help you understand the value of overlooked metrics in public relations reports, we asked seven industry leaders and CEOs this question. From emphasizing SOV for perception to gauging exposure and impact through reach, discover the top seven insights these professionals shared on the importance of these metrics in understanding the value of public relations.
- SOV: Identifies Brand Perception and Value
- Impressions: Indicators of Campaign Reach
- Long-Term Impact: Key to Strategic Planning
- Backlinks: Reflecting Credibility and Relevance
- SEO Metrics: Seeing Channel Interconnection
- Sentiment Analysis: Guiding Strategic Decisions
- Reach: Gauging Exposure and Impact
SOV: Identifies Brand Perception and Value
SOV (Share of Voice) is one frequently overlooked metric in public relations reports. Measuring a client’s brand presence in the media is handy compared to their competitors. Adding the SOV data in PR reports is essential in helping clients understand their market position and media impact.
With effective tracking of SOV over time, clients become able to see if their PR efforts are gaining momentum and identify areas to improve their media outreach strategies. This metric demonstrates PR’s role in shaping brand perception and its influence on media conversations, showcasing PR’s true value in elevating a client’s reputation and visibility.
Faizan Khan
Public Relations and Content Marketing Specialist, Ubuy UK
Impressions: Indicators of Campaign Reach
One often-overlooked metric that a public relations report should include is “impressions,” or the number of views the PR campaign assets receive. While the return on investment in PR can be challenging to quantify directly, tracking impressions provides valuable insights into the reach and visibility of the campaign.
Although impressions may not directly translate into immediate sales, they demonstrate that the target audience is absorbing the message. This metric is crucial in helping clients understand the value of public relations by showcasing the broad exposure and engagement generated, reinforcing the effectiveness of the PR efforts in achieving corporate goals and broader outcomes.
Matias Rodsevich
CEO, PRLab
Long-Term Impact: Key to Strategic Planning
The long-term impact is a key, yet often underappreciated, metric in evaluating PR campaigns. This metric underscores sustained shifts in brand perception, persistent customer engagement, and enduring brand loyalty following a PR campaign. It also sheds light on the financial dimension, revealing the campaign’s effect on long-term sales trends and overall revenue growth.
The long-term impact metric tracks the sustained increase in brand awareness, influencing long-term customer acquisition and revenue growth. It quantifies changes in brand perception, which can boost customer loyalty and sales.
Moreover, it monitors the continuity of customer loyalty and sales trends, essential for projecting steady revenue.
Lastly, the long-term impact metrics guide strategic planning for subsequent PR campaigns, optimizing resource allocation for improved financial outcomes.
Irina Poddubnaia
CEO, Founder, TrackMage
Backlinks: Reflecting Credibility and Relevance
Backlinks, often unexplored in PR reports, can be a potent indicator of success. These are links from other websites directed to your content, which not only boost search engine optimization (SEO) but also reflect the credibility and relevance of your PR materials.
Including backlinks in PR reports can help clients grasp the wider influence and recognition of their brand, opening avenues for partnerships and increased digital visibility.
Burak Özdemir
Founder, Set Alarm Online
SEO Metrics: Seeing Channel Interconnection
Some public relations professionals are still trying their best to keep PR strategies separate from marketing and SEO work. However, in today’s world, these channels are interconnected, and they should each include mention of how they affect these other channels in regular reports.
With that said, a PR report should include the implications that the work has on marketing campaigns, such as SEO. It’s actually an asset for PR professionals because a PR story usually includes a backlink to the website, which could have major SEO implications. It’s a win-win!
Not only should SEO metrics be included in public relations reports, but they should also be included in PR strategies!
Josh Levine, Co-Founder and CEO, Private Market Labs
Sentiment Analysis: Guiding Strategic Decisions
In public relations, we frequently measure reach and impressions, but one overlooked metric is “sentiment analysis.” It’s not only about how many people we’re reaching, but also how they’re reacting to our messages.
Sentiment analysis examines the emotional tone behind words, categorizing opinions as positive, negative, or neutral. It reveals the emotional impact and public perception of our communication, indicating whether our messages align with the brand image and objectives.
Including sentiment analysis enriches our PR reports, providing a fuller picture of a campaign’s impact. It guides us in assessing our strategies, strengthening our storytelling, and shaping public perceptions.
Adding sentiment analysis to PR reports highlights the true value of PR efforts, painting a holistic view of the client’s market presence and enabling strategic decisions based on public sentiment.
Vikrant Shaurya
CEO, Authors On Mission
Reach: Gauging Exposure and Impact
One often-overlooked metric in a PR report is the reach of the piece. Including a summary of how many people the story reached helps clients understand the value of public relations.
The reach metric in a PR report is essential because it goes beyond just measuring the number of placements or mentions. It provides a clear picture of the actual audience size that was exposed to the PR content. Understanding the reach helps the client gauge the level of exposure and potential impact on their target market.
When a PR campaign reaches a large audience, it can lead to increased brand visibility, higher website traffic, and broader social media engagement. This exposure can also attract potential customers and generate leads, ultimately contributing to business growth.
Luciano Colos
Founder and CEO, PitchGrade
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