Why Public Relations Measurement Matters
Posted: Sep 13, 2014
Companies spend a lot of time and money on advertising and public relations. Public relations measurement is essential to businesses so that they will know how well those advertising and public relations campaign are working. Without any kind of measurement metrics they are just throwing money and time away with no idea if it’s improving the public perception of the brand or not. In the past it was difficult to measure the return on investment of advertising dollars. But modern technology has made it much easier for companies to keep track of where their advertising budgets are going and how well their public relations campaigns are performing. Some of the metrics that public relations measurement uses to gauge the effectiveness of marketing include:
Website traffic: One of the best ways to measure how well a campaign works is to look for an uptick in website traffic. Tools that measure how many visitors see the site, how long they stay on the site, and what they look at on the site are all valuable when it comes to assessing the effectiveness of marketing. Companies pay close attention to the number of visitors that view the site and where they come from. Website traffic from links on Facebook, Twitter or other social media sites let a company know that their social media campaigns are working. Links to the site from other websites give the company the chance to see what people are saying about the company. All of that data is valuable when it comes to figuring out how to market that business successfully.
Mentions: Social media mentions are another great tool that businesses use to measure their marketing reach. Businesses that are mentioned positively on social media sites can be pretty confident that their Public relations measurement efforts are paying off. They can see for themselves if they are reaching their customer base and if their message is getting out the way they want. If people are talking the company then the company message is clearly getting conveyed to consumers somehow. Paying attention to how often the company is mentioned and the context that the company is mentioned in on social media is a good indicator of the public perception of that company.
Followers: Having a lot of followers on sites like Twitter and Facebook is an easy way to gauge the popularity of a brand and the reach of the marketing campaign. The followers of a brand are obviously happy with the brand and like the product so they are one of the best assets that a company has. Marketing directly to them by using special incentives and contests is a great way to get more followers and ensure the loyalty of the existing followers.
These are just a few of the tools that a business has for public relations measurement. If you have not been tracking the return on the investment your company has made in marketing it’s time to start paying more attention to these public relations tools and seeing how to improve your company’s reach.
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