From C-suite executives to marketing managers, many stakeholders appreciate the value of successful PR campaigns. However, a recent IBA research study found that almost half of B2B marketing managers find it difficult to measure the real business contribution from PR agencies. To measure PR output, three metrics can be used: coverage breakdowns, refreshing the target media list, and understanding UVPM.
Data collection and analysis are important components of measuring PR success. This includes noting the types of deliverables, formats, and placements, as well as observing trends in the numbers. Additionally, it is important to target multiple publications to ensure widespread coverage. Finally, organizations should consider UVPM to determine campaign reach and consider backlinks to boost traffic and lead generation.
Overall, good PR performance allows companies to showcase progress and demonstrate its impact on sales and marketing. It is important to consider outputs, outtakes, and outcomes when measuring PR campaigns for maximum success.
Three Metrics for Measuring PR Campaign and Marcomms Success
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