You’ve spent a significant amount of money on a public relations campaign that includes the whole shebang, from press releases to social media posts. Here are some ways to determine if your campaign was successful.
Media Placements – This is probably one of the most well-known ways to measure public relations success. The goal of public relations is to spread a company’s message to the target demographic, utilizing the media. Media placements, for those who don’t know, could be an article in a publication or story on a news station or radio interview (the list goes on). Determining the number of media placements and the quality of the publications can be quite significant, according to a Ragan Public Relations article. The more mainstream and top-tier the publication is, the better. But don’t neglect the small guys; they can be equally beneficial.
Search Engine Optimization – Ever notice pages that appear first in a Google search? Yeah, that’s the work of an SEO expert, and it’s increasingly likely that a public relations professional has been instrumental, too. Keywords, titles and descriptions are carefully chosen to ensure maximum optimization, according to a Macias PR case study. SEO isn’t restricted to websites only. Utilizing this technique can increase the search rank of press releases, blog posts and articles you’ve written for the company in question, and amplify the company’s brand recognition. The success of your SEO can be found by asking yourself whether you’ve experienced an increase in site traffic since optimizing your website or press release, according to a PR Web article.
Viral Influence – Social media has become a key player in in today’s society in spreading the word about campaigns and companies. Industry professionals can effectively target audiences for their clients and build conversation about the brand or product. These followers and friends become brand cheerleaders, according to the Ragan article. When you update your social media, those same individuals will then spread the message to their followers, creating a domino effect. The nice thing is that your brand cheerleaders will mention you in a positive light, which helps with brand perception.
Reliability – I previously mentioned media placements. They’re back! Public relations can be effective when it increases the your brand’s reliability, according to the Macias case study. Consumers want to know that you are credible and trustworthy. It’s important to spread the word about those media placements you receive.
It’s OK brag! This shows your consumers that you’re reliable and an expert within your industry. But how do you get this credibility? You establish connections with local reporters…I mean, who do you think PR professionals contact to get your company in the media? Once the reporters have deduced that you provide them with quality information, expect your pitches to be picked up more frequently.
These measurements are nonfinancial, but equally beneficial. If you’re a small company or working within a budget, utilizing these tips can help you determine the success of your public relations. It’s all about painting your company in a positive light and telling your story. If that’s being achieved, then you’re on the right track and the income should follow.