4 MINUTE READ
Not all media outcomes are equal and can generate revenue in the same way. Integrating paid media and PR can create a formula where there are more clear Key Performance Indicators (KPIs). It is not easy to measure the impact of implied endorsement from your public relations activities. However, here at Little PR Rock Marketing, I have established my benchmarking system as a solution.
Business results and goals based on its mission define the measurement of outcomes. Media monitoring, research and analysis can demonstrate how the brand message is received by its audience and how this affects its know, like and trust factor. This goodwill is affected by the lifespan of that information as it resonates. It is essential to avoid one-hit wonders, which we call “vanity” articles, where a client appears in a magazine or on a cover without any effect. Earned media is a tactic, not an objective.
These are the KPIs that I can benchmark when working with you as part of my VISIBILITY package. You will need to choose the most relevant ones to you and your brand and business. These outcomes and objectives govern the work we do will.
BENCHMARKING OPTIONS
- Phone calls
- Engagement
- Referrals
- Media coverage
- Guest blogs/ articles
- Increase in contacts
- Further opportunities
- Authority building
- Go-to expert status
- Business brand
- Online reviews
- Quotes used
- Positive impact
- Mentions
- Stakeholder satisfaction
- Continual Professional Development
- Employee satisfaction
- Sales
- Website referrals
- Backlinks
- Qualified leads
- Domain authority
- Email contacts
- Trade publications
- Recommendations
- Testimonials
- Google audit
- Customer reviews
- Collaborations
- Return On Investment
- Increased followers
- Strategy effectiveness
Although some of these measurements may not be financial, the Investment in PR is more important than ever in the long term. Do not focus on how you are perceived in the present at the expense of your future reputation. Your audience will decide your credibility based on how you adapt and react to your environment.
Benchmarking is one part of my strategy that will define your SMART goals, decide which metrics we use, extract your data and help you to share your brand story. It is vital to continue to monitor your statistics as they fluctuate depending on the environment. Although attributed as part of a crisis management framework, using brand filters for messaging inspired by Lauren Reed (Reed Public Relations) provides elements that I am aligning with KPIs.
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How reassured are your clients that you provide them with the proper guidance and stability?
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Is your commitment to excellence and continuous provision of services viewed positively?
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How are you managing your employees with kindness and compassion?
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Are you being a thought leader and sharing resources and solutions?
The way you treat people becomes the heart of your brand; it is your personality. Therefore, your message is amplified when interwoven in your marketing, public relations, and sales process. The entire customer journey comes under review when we are analysing effectiveness. Social media plays a big part in your brand strategy and enables you to measure and monitor. Although nothing can be guaranteed, understanding what you want your customers to say about you and what they are saying about you is crucial to your Reputation and Return on Investment.