One of the most effective measurements of PR success is carrying out a perception audit. By doing it, you will discover how your business is seen in the eyes of the market, the media, the customers and other stakeholders. There are two types of perception audits. The first type is known as a qualitative analysis. The goal of this analysis is to indicate the attitudes of the customers, for example. The other type of a perception audit is a quantitative analysis which means it is a statistical representation of what you want to measure. A quantitative analysis will provide you with the facts. It is advisable to have a perception carried out once in year.
Media perception audit
There are specialized companies that deal with perception audits. However, if you are willing, you yourself can carry out a media perception audit. The result of this audit will be how your business is perceived by the media. The first step you need to make is to identify media who cover your brand. Then you should create a survey. When you are preparing your findings, it is advisable to include feedback and actual quotes. In the end, incorporate your findings with your future PR plan.
Analyze a SEO strategy
The one proposition is measuring search traffic from search engines. Generally speaking, 80% of search traffic comes from Google. So, you can focus your attention to Google only. By analyzing search traffic, you can discover which optimization tactics work and which do not. In addition, you can analyze the top key words used in search traffic. In that way, you will measure how successful you are in this area. Furthermore, it is recommended to know the contribution of each traffic source for your site. The traffic sources are direct navigation, referral traffic, search traffic.
Measure your social media success
In the era of the Internet, using social media has become one of the most significant online marketing strategies. If you use social media as a marketing strategy, you should also measure whether it is a successful marketing strategy. In order to do that, you will need social media measuring tools. When it comes to Facebook, you can use Page Insights in order to discover which posts have most engagement or when your audience is on Facebook. For Twitter, use Twitter search. By using Technorati, you will discover whether you are successful in the blogosphere.
Measure the effectiveness of your promo products
You invested a lot of money for promo products for your customized merchandize, for example. It is natural that you want to measure the success and effectiveness of the promo products. There are several ways to do that. The first thing you can do is to calculate the ROI. A ROI is the acronym for Return on Investment. All you should do is to subtract the cost of the promo products from the revenue generated and divide that number by the cost of the products. For example your ROI number can be 5:1. It means that for every dollar you spend on a promo product, you receive 5 dollars in profit.
Measuring the media coverage
Measuring only the quantity of articles about your products is a good way to start. However, it is not enough. What you also need to measure is the quality of the articles. Traditionally, media coverage was measured by Advertising Value Equivalency (AVE). The AVE is a comparison of the amount of space dedicated to your company in the publication or on the web site and the amount of money you pay for an ad of the same size. This kind of measurement is outdated because it does not take into account the quality of the articles. In addition, it is claimed that PR and advertising are two completely different things and that they should not be compared. The media coverage does not equal advertising space.
As you can see, there are various ways of measuring PR success. It is very important to measure it in order to know how successful you are at present and if necessary, in order to be able to improve PR management in the future.