Beyond Clippings: Diverse Metrics Rule The PR Game In Digital-age
Public relations (PR) is a dynamic field that requires a nuanced understanding of key metrics to assess campaign effectiveness. Measuring and analysing the effectiveness of the campaigns is critical for determining what worked and what needs to be improved. In today's digital age, where information flows at an unprecedented rate, tracking the success of public relations efforts is more important than ever.
Akanksha Jain, Head of Public Relations and Corporate Communications, BharatPe, stated, “Now founders understand that PR helps in raising money, PR helps you to build trust, helps you to build credibility and comes in handy in managing crises."
Professionals can go beyond gut feelings and subjective evaluations by measuring PR efforts, which provides a solid basis for decision-making.
Himank Tripathi, Chief Communications Officer and Spokesperson, Baazi Games, mentioned, “PR is always about changing the whole behaviour the way we think. It's not that the company wants us to get it done, but it is what's right. We stand for it and get various tools and resources to get it done.”
A public relations strategy's success is multifaceted and to capture its full scope, a diverse set of metrics must be used. From the traditional realm of media coverage to the complexities of social media engagement and the nuances of website traffic, each metric provides a unique perspective on the overall picture.
Sumathi Chari, Director and Senior Partner, PRHU, said, “The entire PR landscape has transformed and so much today no longer defines traditional media. It's very foolish of the companies not to have PR in their marketing mix today; many don't do it either.”
From the traditional realm of media coverage to the intricacies of social media engagement and the nuances of website traffic, each metric paints a unique facet of the overall picture. By delving into these diverse metrics, PR professionals can create a comprehensive narrative of their impact, uncovering strengths to leverage and weaknesses to address.
Sunita Patnaik, Director, Corporate Affairs, Mars Wrigley India, added, “PR today is not in isolation anymore but part of the business; the moment PR is integrated with the business, it shows the result to the organisation; it showcases the effectiveness of the PR.”.
Media coverage, social media engagement, and website traffic are some of the key metrics that PR professionals should track. Positive media coverage enhances brand visibility and shapes public perception.
Amandeep Arora, Head of Communications, SEO and Content Marketing at EnKash, said, “The profile of PR professionals has evolved in the past years; now every company or startup looks into what ROI they are getting from it.
Monitoring of the campaigns
Media monitoring is a crucial aspect of PR campaigns. It involves keeping track of media coverage to understand how the brand is perceived by a wider audience.
To monitor the number of publications, Jain describes how she often uses multiple tools, such as meltwater, which is evaluated based on the M score.
“Tools help us in terms of volume, which is quantitative, but qualitative analysis helps majorly to track the reach," said Chari.
Measuring engagement metrics (likes, shares and comments) helps gauge the resonance of your message and the depth of connection with your audience.
Monitoring website traffic not only reveals the effectiveness of PR efforts but also provides clues about audience behaviour and interests.
“There are three ways to check loyalty and brand image: first, the survey data; second, tools like Google Analytics and search consoles; and third, user-generated content on third-party websites to see the perception of the brand online," summed Arora.
