Ideal Ways of Measuring Success of Any PR Campaign

If you are running a PR campaign then it is necessary to measure its success. By measuring success it becomes easier to understand how future campaigns can be improved for realizing the goals organization wants to achieve.

If you are running a PR campaign then it will be crucial to measure its success. There are various steps which you will have to take so that the public relations program can be evaluated correctly. In the following sections let us look at some of the things which will help you move in right direction.

How to measure PR Campaigns?

For properly measuring success of your public relations campaign it will be necessary to:

1. Establish Goals: At the beginning you will have to set up measurable goals.

You should be clear about whether aim is to develop brand awareness, increase leads, improve sales or make the company industry leader. The goals will tell you how to define as well as measure success.

2. Fix Benchmarks: It will be indispensable to have clear benchmarks so that success can be quantitatively, clearly and qualitatively determined. In case media outreach is being utilized then you will have to set up tracking covering aspects such as prominence, tone, page visits and share of voice.

In case goals are focusing on target groups then it will be necessary to include metrics such as recognition, brand awareness, image and credibility.

However, for goals that are business oriented such as brand value, increase in revenues and improvement of market share then these are to be ideally measured using sales tracking and market analytics.

3. Quantity and Quality: There are various quantitative measures which can be used for measuring publication and placement prominence as well as message variety.

Similarly, in terms of quality, apart from media and circulation value other measures for checking success of program would consist of analyzing share of voice and tone.

4. Analyze Social Media: There are a variety of tools which can be used for measuring effectiveness of promotional programs focusing on social media. At the time social media monitoring is performed it will be necessary to analyze discussions about the organization.

It will also be important to check trends, identify patterns and opinions for measuring value of the program. You will also have to quantify outcomes through examination of recommendations, shares, reach, followers, influence, impressions and tone.

5. Track Progress: You also need to select measurement benchmarks which will be able to constantly track progress for a long period of time. Additionally, it will be essential to keep analysis within manageable scales and analyze some select publications only.

Questions that need to be answered while measuring any PR campaign

At the time of measuring success of your public relations program it will be important to answer these crucial questions.

a) Was PR campaign properly planned?

b) Was message correctly understood by recipient?

c) How strategy could have been more useful?

d) Was program able to reach all the primary as well as secondary audiences?

e) Did promotional program achieve desired objective?

f) Did it complete within set budget?

g) Are there any steps to improve success rate of future campaigns?

As we can see there are various steps which need to be taken and answers to be found for several questions for correctly measuring any PR campaign's success. DPQ Communications is a PR Dubai agency which is known for developing integrated PR campaigns for different organizations in UAE as well as PR Services Middle East. DPQ has a large team of expert marketers who try to make use of novel techniques for developing promotional programs which can keep targeted audience engaged.