It’s no secret that clients want to see results when those end-of-month and end-of-quarter reports come around, and, in return, agencies want to prove themselves as a valuable investment to client executives.
But measuring public relations efforts isn’t as cut and dry as marketing or advertising can be. While having quantity-based measurements like reach, views, likes, retweets, etc. are important, these numbers may not convey your public relations success as well as you’d like. Public relations has been slow to adopt a measurement standardization for the industry, but measuring media coverage with quality-based metrics, not just quantity, is expected to provide a more accurate picture of your public relations success.
Idea Grove recently created a new, customizable reporting system based off of qualitative measurements for one of our clients to test this theory. The scoring methodology for their media coverage consisted of three key parts:
Based off of this new reporting, The client showed a 7.1 percent increase in positive coverage featuring key messages in priority publications from quarters one and two of 2017 to quarters one and two of 2018. When it comes down to reporting, evaluate what information is most used and most valuable for your client. Used correctly, both quantitative and qualitative data can be an important part of measuring your public relations programs.
How do you measure your public relations success? Learn more about Idea Grove’s innovative PR & Digital Marketing services here.