Master Class #105: Measuring Your PR Success
Measuring PR success can be challenging. Fortunately, there are a few key metrics you can use to see if your PR strategy is paying off.
First, there's good old fashioned reach. When you send out a press release or post something to social media, it helps to keep track of how many news organizations pick up your story (and their respective readership, if you're feeling fancy) and how many eyeballs you're getting on social platforms. Reach alone is not a make-or-break measurement since it doesn't measure the quality of interactions, but it's a great starting point.
Next, engagements are a great way to measure the effectiveness of your PR efforts. Engagements are when people interact with your press release, social media post or email campaign by taking actions such as following a link back to your website or sharing something your organization has put out. High engagement shows your work isn't just reaching a lot of eyes; it's making people stop and read.
Finally, surveys can be an effective way to see the impact of a PR campaign. For example, if you send out a survey asking 100 people who recently signed up for your organization's newsletter where they heard about you and they all point to a certain channel, then that channel is likely worth doubling down on. The more you know about where your PR is paying off, the more you can optimize your efforts.
At Jaffe Communications, our team leverages these metrics and more to make sure your PR is as effective and efficient as it can be. If you're looking to make your PR pay off, give us a call today!
