PCG Blog

In the 21st century, communications professionals would agree on the importance of data for running their business and building a competitive edge. Data is said to be so invaluable that it is expected to outlast the systems that create it. Similarly, KPIs or Key Performance Indicators put into data are one of the most important measures/ metrics for a PR professional to measure outcomes of any PR campaign or activity they do for a client or a brand. 

KPIs can be comprehensively collated into a data sheet to render client servicing (intangible) into tangible results. Data on KPIs of PR campaigns against certain predefined objectives proves useful, assisting in the analysis, strategy building and crisis management.  

Understanding KPIs in PR
KPIs are quantifiable metrics used to evaluate the success of an organisation, employee, or campaign in achieving key objectives. In the context of PR, KPIs help measure the effectiveness of communication strategies and their impact on business goals. 

As PR professionals require comprehensive information about the brand, product, spokespersons, and key messages, KPIs play a strategic role in optimising PR campaign outcomes. Such comprehensive information and datasets assist in building and executing a lucrative communications strategy while minimising risks. 

How to Measure KPIs?
For the eager beavers, it is foremost and necessary to understand that KPIs for measuring PR outcomes are quite different from the other marketing metrics. While marketing KPIs often focus on sales and lead generation, PR KPIs emphasize brand awareness, media impact, social mentions and public sentiment. Understanding these distinctions is crucial for accurately measuring PR success.

Moreover, it is necessary to understand that the impact and success of a PR Campaign are not only measured by the number of coverages or media interactions received for a client. Instead, the true measure of success lies in understanding the depth of audience engagement, sentiment, and the overall influence on brand perception. In this regard, AI tools have become crucial for a comprehensive analysis of these nuanced metrics thus, making AI and machine learning tools indispensable. 

Mark Weiner, Chief Insights Officer, Cision affirmed that "AI in PR is a game-changer, offering real-time analysis and insights that can help PR professionals to adjust strategies on the fly for maximum impact."

In this context, some of the notable AI tools that agencies can leverage are Meltwater, Cision, Brandwatch, Mention and Sprinklr to measure KPIs such as media reach, engagement, sentiment analysis, share of voice, and overall impact on brand reputation and visibility.

On the other hand, there are some traditional measuring tools such as surveys, focus groups, media clippings, event attendance and evaluating communication materials. For example, a survey might reveal that 60% of respondents recognize your brand name after a major PR campaign or a launch event that was covered by various news publications.

How to Set Objectives for Your Next PR Campaign?
KPIs are yardsticks for assessing the metrics or impressions yielded from a PR campaign. The metrics can be evaluated (objectively or subjectively) using both online and offline tools and software. However, one should always begin with the end in mind. The objective clarity on the end goals allows one to evaluate KPIs efficiently and critically. 

Thus, for any PR campaign its impacts are better measured against preset goals and objectives that are specific, realistic, and aligned with the overall business goals. Some of these KPIs are mentioned below:

Media Metrics

1. Media Mentions: Tracking the number of times a brand is mentioned in online and offline media. For example, a product launch event is vividly covered by advertising and marketing (A&M) media publications.

2. Share of Voice: It compares a brand’s media presence to its competitors as a percentage of the total industry-related media mentions.

3. Media Reach and Impressions: This metric assists in estimating the potential audience exposed to media coverage received for any client or brand and is based on the readership of a publication.

4. Key Message Pull Through: This measures whether the core themes, ideas, or messages crafted by the PR team are being accurately and consistently conveyed in media coverage, social media posts, and other forms of public communication.

Awareness and Perception Metrics

1. Public Perception Surveys: While ascertaining the outcomes of a PR campaign, surveys can be conducted to understand the public perception of a brand. For instance, a post-campaign survey might show that 75% of respondents view a food and beverages brand more favourably after a spokesperson spoke to the media about the brand's vision and mission for public health.

Financial Metrics

1. Return on Investment (ROI): Calculating the financial return on PR investments. If your PR campaign costs ?10,000 and generates ?50,000 in new business, the ROI would be 400%.

2. Cost per Impression: Assessing the cost-effectiveness of your PR campaign. For instance, if a campaign costs ?5,000 and generates 500,000 impressions, the cost per impression (CPI) would be ?0.01.

Moreover, to effectively evaluate outcomes for any PR campaign its objectives must support broader business aims, such as increasing market share, enhancing brand reputation, or engaging key audiences. By setting clear objectives, selecting the right KPIs, and leveraging tools for data analysis, PR teams can gain invaluable insights and drive successful campaigns.

Challenges in Measuring PR KPIs
Common challenges in measuring PR KPIs include data accuracy, attribution difficulties, and evolving metrics. To address these, ensuring accurate data collection methods and using robust tools is essential.

It is also important not to use a single metric as KPI in PR. 

At PCG, we typically use a mix of KPIs, and use tools like Meltwater to measure the same - ensuring absolute accuracy and transparency at each stage. 

Furthermore, determining conversion metrics such as attributing lead generation and conversion rates directly to PR campaigns is difficult and perplexing as PR is typically part of a larger marketing and communications strategy. Thus, tracking the long-term influence of PR on potential customers and their journey from awareness to conversion can be challenging.