By Garry Checki, Media Relations Assistant
The landscape of measuring a PR campaign's success is evolving. Advertising value and audience reach are no longer the only benchmarks of success for a client. Clients want more out of a PR campaign. What more do clients want? Clients want results that go beyond numbers and statistics, results that are specifically targeted to an audience and drive more viewers to a specific website, product or procedure.
These same clients also want agencies and media measurement pros that recognize these goals and provide the client with results.
Creating a more impactful social media presence is one form of measurable success that clients want agencies to provide. Successful utilization of a client's social media channels can generate new followers, increase brand awareness and turn into long-term relationships between a brand and it’s followers. MediaSource recently had the opportunity to become the social media voice for one of our clients. The client saw an increase of nearly 1,000% in web traffic over a span of the campaign, with a more than 1,000% increase in Twitter profile visits and a nearly 500% increase in Facebook post engagement. Through a successful and targeted social media campaign, MediaSource was able to provide quantifiable value to our client while increasing brand exposure.
Another example of an innovative way in which success can be measured in a PR campaign is through consumer-driving information. Consumer-driving information is a call to action for the audience to seek out more information from the source of the story. If an audience member views a segment on the evening news about a client’s latest innovative medical procedure and then contacts the hospital to inquire more about the procedure, that is patient-driving information.
Consumer-driving information takes a PR campaign above and beyond the traditional means of quantifiable success.
Consumer-driving information measures how many lives are impacted or improved from an audience becoming aware of how your client can help them.
Coverage in a client’s regional markets is another key factor in determining and measuring a campaign’s success. If a client is based in Denver, Colorado, the agency and the client should have an open dialogue about which media markets in which states matter to the client in the surrounding regional area. A large percentage of news coverage for a client coming from these targeted regional areas can prove to be more valuable than a large amount of coverage in markets that the client does not value. For this evolving form of media measurement, it is key to remember that the quality of results matters over the quantity of results.
These are just a small selection of examples to illustrate that the means for measuring and quantifying success of a PR campaign is ever evolving and will vary by the goals of a client. As the measurement landscape continues to change, media measurement pros and agencies should always be aware of the different forms in which success can be quantified.
MediaSource is a content-focused public relations firm that specializes in brand journalism tactics. From news media coverage to consumer video tactics, MediaSource partners with the nation’s top hospitals and corporations to get their message to targeted audiences. MediaSource is best known for delivering brand buzz by amplifying messages across both earned media and company-owned media channels.