Measuring the Impact of B2B PR: How to Track and Analyze Your Campaigns' Success
Updated: Mar 10
Introduction to tracking PR campaigns
A PR (public relations) campaign refers to an organization or individual's coordinated and strategic effort to shape public perception or opinion through various communication channels. A PR campaign aims to create positive associations, enhance reputation, and establish or maintain relationships with the public, including customers, stakeholders, employees, and the media.
PR campaigns can take many forms, depending on the objective and target audience. They can involve media relations, press releases, social media outreach, events and sponsorships, influencer partnerships, crisis management, and more.
The success of a PR campaign is measured by its impacts on the intended audience, such as increased brand awareness, improved reputation, higher engagement, or increased sales or donations. Effective PR campaigns require careful planning, execution, and evaluation to achieve their goals.
Why is it essential to track PR campaigns?
Tracking PR campaigns is essential to measure the success and impact of the campaign. It enables organizations to evaluate the effectiveness of their messaging, tactics, and overall strategy and make adjustments as needed. Here are some reasons why tracking PR campaigns is essential:
Evaluation of ROI
Tracking PR campaigns can help organizations determine if their investment in the campaign has been worthwhile. They can evaluate the return on investment and make data-driven decisions about future campaigns by analyzing media coverage, website traffic, social media engagement, and lead generation.
PR campaigns can help organizations build or maintain their reputation, and tracking the campaign can help identify any negative sentiment or issues. In addition, by monitoring feedback and opinion from the public and media, organizations can identify any potential problems and address them before they become a crisis.
Identifying Key Insights
Tracking PR campaigns can provide valuable insights into audience preferences, behavior, and sentiment. This information can refine messaging, identify new target audiences, and inform future campaigns.
Tracking PR campaigns can help organizations benchmark their performance against competitors and industry standards. In addition, this information can be used to identify areas for improvement and best practices.
In summary, tracking PR campaigns is essential to measure their success, identify areas for improvement, and inform future campaigns. In addition, organizations can refine their messaging and tactics by analyzing data and feedback to achieve better outcomes and build stronger relationships with their audience.
List all the factors that should be tracked to measure a PR campaign.
Several factors can be tracked to measure the success of a PR campaign. The specific metrics and KPIs (key performance indicators) to track may vary depending on the objectives and goals of the campaign, as well as the target audience. However, here are some common factors that should be tracked to measure a PR campaign:
This includes the number of media outlets that covered the story, the type of coverage (positive, neutral, or negative), and the overall reach (circulation, viewership, or impressions).
This includes the number of visitors to the website, the pages they viewed, and the duration of their visit. It can also include the number of inquiries or sales generated from the campaign.
The number of people who have seen or been exposed to the PR campaign can be tracked through impressions driven on social media and website traffic. But it should not be the sole indicator of success. To better understand the campaign's effectiveness, it's important to analyze other metrics such as engagement, conversion, and brand sentiment.
Reach metric can be a useful tool to measure the success of a PR campaign, as it helps to quantify the number of people who have been exposed to the campaign's messaging. However, it should not be the only metric used to evaluate the effectiveness of a campaign.
Social Media Engagement
This includes the number of likes, shares, comments, and overall reach of social media posts related to the campaign. It can also have the growth of the organization's social media following.
This includes the number of inquiries, leads, or sales generated from the campaign. It can also have the conversion rate of tips into customers or donors.
This includes the level of recognition and recall of the organization's brand or message among the target audience. It can also include measures of brand sentiment or reputation.
This includes the number and reach of influencers who shared or commented on the campaign. It can also have the engagement and sentiment of their followers.
Advertising Value Equivalent
Advertising Value Equivalent is a metric used in public relations to estimate the value of media coverage based on the equivalent cost of advertising space. It measures the potential monetary value of earned media coverage in terms of advertising spend, providing a tangible dollar value for PR efforts. The AOV formula multiplies the advertising space's cost by the equivalent size of earned media coverage. While AOV is a popular metric used in PR, it's important to note that it has limitations and doesn't reflect the true value of earned media. For example, earned media coverage may not have the same impact as paid advertising. The AOV calculation may not account for factors such as message delivery, credibility, or audience engagement. Nonetheless, AOV can be a useful tool to compare the value of earned media coverage against paid advertising and to provide a baseline measurement for PR campaign success.
Share of Voice
SOV (Share of Voice) is a metric used in public relations to measure the proportion of media coverage for a particular brand or topic compared to its competitors. It reflects the level of attention and interest a brand or topic receives in the media landscape, indicating the impact on brand awareness and perception. SOV can be calculated by dividing the media coverage of a particular brand or topic by the total media coverage of all brands or topics in a given period. This allows PR professionals to assess the effectiveness of their campaigns relative to their competitors and identify improvement areas. While SOV provides a useful benchmark for assessing PR campaign success, it should be used in conjunction with other metrics, such as sentiment analysis and engagement rates, to gain a comprehensive understanding of the impact of a campaign.
This includes the speed and effectiveness of the organization's response to a crisis or negative media coverage. It can also have an overall impact on the organization's reputation.
By tracking these factors and analyzing the data, organizations can evaluate their PR campaign's success, identify improvement areas, and inform future campaigns. So let's check out how a company can measure the success of its PR campaign.
How to measure the success of a PR campaign?
Measuring the success of a PR (public relations) campaign requires a combination of quantitative and qualitative data analysis. Here are some steps to measure the success of a PR campaign:
Set Measurable Goals
Before launching a PR campaign, setting specific and measurable goals that align with the overall business or organizational objectives is essential. For example, the plans may increase brand awareness, generate leads, or improve reputation. These goals will be the basis for measuring the campaign's success.
Define Key Performance Indicators (KPIs)
Once the goals are set, it's essential to identify the KPIs that will be used to measure the campaign's success. This can include metrics such as media coverage, website traffic, social media engagement, lead generation, and brand sentiment.
Data must be collected on the selected KPIs to measure the campaign's success. This can be done using various tools such as media monitoring services, website analytics, social media listening, and customer relationship management (CRM) systems.
Once data is collected, it needs to be analyzed to evaluate the campaign's success. It can involve comparing results against the goals and KPIs, identifying trends and patterns, and drawing insights about what worked and didn't.
Refining the PR campaign strategy may be necessary based on the data analysis. This could involve changing messaging, tactics, or target audience, to better align with the goals and KPIs.
Finally, the results of the PR campaign should be communicated to stakeholders, such as executives, marketing teams, and external partners. This can be done through a formal report, presentation, or dashboard and should provide a clear picture of the campaign's success and any actionable insights.
In summary, measuring a PR campaign's success involves setting measurable goals, defining KPIs, collecting data, analyzing results, refining the strategy, and reporting the results to stakeholders. By using a data-driven approach, organizations can evaluate the effectiveness of their PR campaigns and make informed decisions about future strategies.
Working on a PR campaign that captures the right audience's attention but measuring the campaign's result is more challenging. But fret not!
At CHARLIE PESTI, we have a proven track record of delivering results for our clients. We have generated an impressive 59 million dollars worth of ad value, provided a reach of over 5.8 billion views, and developed 2133 media exposures for clients. These results speak for themselves and demonstrate our PR approach's effectiveness.
If you are looking for a PR agency with the expertise, relationships, and track record to get your supply chain technology company media exposure, look no further than CHARLIE PESTI.