From the first Neanderthal cave carving of a tweet, there was probably someone trying to figure out how much it’s worth and how many other Neanderthals it reached.
Fast forward 200,000 years, and November 2019 is PR Measurement Month for the International Association for the Measurement and Evaluation of Communication (AMEC).
So, in honor of those carving and AMECs effort to “shine a light on the need for robust measurement and evaluation of PR activities, so that we can demonstrate the value of what our profession brings to the table,” let’s talk measurement and KPIs for communicators and public relations pros and how we measure our public relations campaigns.
I was meeting with a potential client a few weeks ago when the discussion turned to KPIs and how to show the success of their PR efforts. After talking through an integrated approach and potential KPIs across various channels, I heard the dreaded words that PR professionals face just about every day – I need national media placements.
It may not be News Year’s Eve, but as we wrap up 2019, and make our strategic plans for 2020, let’s make a pledge. Say it with me:
“In 2020, I vow to focus on meaningful, action-based metrics that drive and measure real business results.”
Good! Now that we’re all committed to elevating the value of our communications campaigns, let’s break the measurements and KPIs in to two buckets – Vanity Metrics and Action Metrics.
Vanity metrics have become the standard in many PR campaigns. These are the surface-level KPIs that, at best, give a glimpse in to how your content is performing. These are things like followers, audience size, social media likes, page views, potential reach, number of earned media placements and others.
While they oftentimes produce big numbers – and who doesn’t feel good at looking at a potential reach of 4 billion for one earned media placement – these numbers don’t necessarily have a direct impact on the success of the campaign, or achieving real business results.
Don’t toss these metrics aside, as they can still be useful, just don’t be fooled in to thinking they show the real value of your campaign or efforts.
Action metrics on the other hand focus on your key audiences, their behaviors and driving business results. These are KPIs that are tied directly to your campaign results, including social engagement, messaging resonance, audience sentiment, awareness, conversion and website engagement, to name a few.
Here’s a look at some potential KPIs from the experts at Spin Sucks – What to Include in Your PR Metrics Dashboard
The reality is until all stakeholders buy in to Action Metrics – and it’s our job to help them down that path – we’ll need both Vanity and Action metrics as part of our campaigns.
So as you’re making your 2020 plans, here are 7 tips to help you determine which KPIs you should include in your metrics reports:
1. KPIs, and your strategic communications campaigns, should focus on business goals and brining real value to the organization. Look at the metrics that show true movement in driving sales, awareness or reputation.
2. Set the KPIs early! Don’t wait to see how your campaign is doing before you know how you’re going to measure success. Understand which KPIs you’re using helps guide the rest of your efforts and serves as your North Star throughout the campaign.
3. Have primary and secondary KPIs. As we mentioned, Vanity Metrics aren’t going anywhere, but that doesn’t mean you need to focus on them. Try to establish Action Metrics are your primary KPIs, and use those Vanity Metrics as secondary KPIs.
4. Find the right mix of Action Metrics and Vanity Metrics. Remember, vanity metrics are great, but make sure your KPIs are tied directly to business results and goals, so focus on those Action Metrics as your primary KPIs.
5. Focus on what matters, and don’t have too many KPIs. If you’re flooding your stakeholders with numbers and metrics, they won’t know what to focus on, and you’ll have a hard time regaining their attention to show the value of your campaign.
6. Be ready to adjust as needed, and allow for contingencies. No matter how much we plan, we may not account for all of the variables. I’m not talking about moving the goal posts to account for lack of success. As strategic communicators, we should always be monitoring and adjusting so we drive real business results as efficiently and effectively as possible.
7. Keep you stakeholders informed. Things do change, and your stakeholders, whether that’s the C Suite or others – need to be educated on what you’re doing and why it’s valuable. Find touch points and timelines you can stick to and update as needed.
And if you want to learn how to measure what matters, mark your calendars for the next Spin Suck AMA on PR measurement. Yes, you need to be a member of the Spin Suck community, but it’s FREE! Here’s how to join.
Here’s the link to more information on the Spin Sucks session on Effective PR Measurement Strategies.
And here are some additional resources as you plan your 2020 public relations campaigns:
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
– Going Direct – Why Owned Media Continues To Be Vital In The Communications Mix
– Wake Up. Kick Ass. Repeat.
And don’t forget to follow us @TCStrategic on Twitter, Facebook, Instagram and LinkedIn.
