One of my passions is tying the work PR pros to the results they generate. I find that even in 2017, public relations professionals are leaving valuable data and results off the reports, unintentionally downplaying the impact of PR on their organization’s business goals.
-
So how to you truly measure ALL of the impacts of PR on one’s business goals? What are all of these impacts? What steps do you need to take to build a program that meets these goals? Here are three articles from 2017 that outline the role of metrics in today’s public relations programming:
- Why should you care about data in PR? It is not only about the results, machine learning and data is going to be a massive part of PR in the near future. In this piece, Quantic Mind discusses the future of digital communications and machine learning: https://resources.quanticmind.com/blog-quanticmind/machine-learning-the-future-of-digital-marketing
- How to add URL Builders/UTM links to your content so you can take credit for the impact of your work on your website: https://services.businesswire.com/blog/-/blogs/pr-measurement-how-to-track-inbound-traffic-from-a-press-release
- Here is a discussion I had with the Atlanta-based PR firm Arketi on the social media measurements that matter to PR Pros: https://arketi.com/newsletter/b2b-social-media-measurements-that-matter
- [Webinar recap] PR Pros are not paid enough. Why? They are not taking credit for their work. A tactical look at how to set up a data-oriented PR program. https://www.agilitypr.com/agilityblog/pr-superstar-using-data-webinar-recap/
Datum makes decisions and every day PR pros are generating data. So why aren’t we taking credit for our work? What metrics are you tracking to highlight your successes? Share your comments below!