It’s no secret that when it comes to reporting, for years PRs have lagged behind their digital marketing counterparts. While digital marketing pros have the ability to track and quantify most of their efforts, PRs have historically been tied to justify their existence using metrics their board didn’t understand and that didn’t truly reflect their goals. But finally, that has changed. Finally, proving your worth to the c-suite will no longer be an uphill battle. Finally, the PR department is about to change from cost centre to a strategic function driving ROI. Introducing the new generation of PR Insights..
Easily gain insight into the coverage that’s driving traffic to your website and converting to revenue. PR Attribution calculates unique aggregated visitors that read your earned media and then visit your website, whether or not a link was included.
See the impact of coverage, measured in a way that you define. With PR Custom Scoring, you can apply weight to the areas of content important to you, like CEO, spokespeople, business growth or competitor mentions.
Are you noticing earned, owned and paid media initiatives continuously merging together, but you’re not sure how to drive and measure all media types? No problem. With Meltwater, you can easily manage all activities in one platform.
Every single plan, be it in PR or in general life, should have clearly defined goals. Afterall, you can’t prove successful without knowing the result you’re trying to achieve. While goals and objectives are sometimes used interchangeably, the desired outcome, scope and time frame is different for each.
In a nutshell, a goal is a description of a destination, whereas an objective is a measure of the progress that is needed to get to the destination.
Remember, your PR goals shouldn’t be set in isolation, rather, they should be linked to wider business goals. This ensures that your PR team moves in the same direction as the wider company. It’ll also help cement how the PR department plays an integral role in supporting the wider business mission and vision, while hopefully increasing your internal influence at the same time.
Although PR goals and objectives differ from company to company, they tender to fall similar categories. We’ve highlighted them below, along with the metrics used to measure them.
Measurement shouldn’t only come into play once a PR campaign finishes. In order to be truly strategic, PR insights gathered from measuring key metrics should influence planning, implementation and measurement stages. This is a simple way to increase the quality and quantity of media coverage, as well as measure how good you’ve been at doing just that.
PR professionals who sacrifice the use of data during research often work just as hard for a lower PR return on investment. Thankfully, due to a number of technology advances including artificial intelligence, PRs no longer have to manual gathering data, so there’s no excuse not to leverage it! With that in mind, here are a few ways you can weave PR insights into your campaign’s rollout:
Monitor Intelligently to understand your industry’s media environment so you can tailor your PR strategy to your audience, market and competition
Craft a Thoughtful PR Strategy to deliver the right message to the right audience
Hone your message:
Identify target publications:
Plan Media Relations Tactics to focus for efficient and effective outreach
Identify target journalists/bloggers:
Engage Meaningfully to drive relevance and reach
Make a thoughtful connection with individual journalists and bloggers:
Prepare your release for broad distribution:
Describe media coverage quality and quantity objectively:
It’s no secret that when it comes to reporting, for years PRs have lagged behind their digital marketing counterparts. While digital marketing pros have the ability to track and quantify most of their efforts, PRs have historically been tied to justify their existence using metrics their board didn’t understand and that didn’t truly reflect their goals. But finally, that has changed. Finally, proving your worth to the c-suite will no longer be an uphill battle. Finally, the PR department is about to change from cost centre to a strategic function driving ROI.
Depending on the PR measurement tool you’re using, your PR team may need to analyse the data themselves to pull out PR insights. This is the case for many tools on the market since they usually offer information, not insights. The difference here is vital, the example below demonstrates the difference:
Data – articles
Information – enrichments, like charts showing you the number of negative articles
Insights – what caused a spike in negative coverage
All the software in the world won’t help if you’re using a solution that only offers information and your team isn’t equipped to extract and interpret data. If you’re running low on analysts, or if data literacy isn’t a strong skill in your team, don’t sweat. At Meltwater we understand this is often the case, which is why we’ve invested heavily in advancing PR analytics to true PR insights.
By advancing PR analytics to PR insights, we do analysis for you, present findings in easily digestible forms and offer recommends actions. It’s simple to answer the “what?”, we answer the “what, why and what next?” so you can be more productive, more efficient, and provide better feedback to stakeholders!
Using innovative technologies, we're rolling out a number of PR measurement features to help you make better informed data-driven decisions. With Meltwater’s new PR Attribution and PR Custom Scoring features, you can:
Welcome to the new generation of PR measurement!
Tired of not being able to attribute the value of earned media to revenue? We don't blame you. That's why we invested in an innovative new PR Insight feature, ‘PR Attribution’ that helps you easily gain insight into the coverage that’s driving traffic to your website and converting to revenue.
While web Analytics tools like Google Analytics partially solved this problem, they only work for traffic from links and the majority of publishers and journalists don’t allow links in their articles. Furthermore, even if there is a link, a reader may not click it, but go to the website of the company mentioned directly or through a search engine later in the day. PR Attribution calculates unique aggregated visitors that read your earned media and then visit your website, whether or not a link was included.
Now you can quantify the revenue of earned traffic articles and identify publications/ authors to target in future campaigns, based on outcomes. Struggling to justify requests for additional budget? PR Attribution is the PR insight solution for you.
PR Custom Scoring
Fed up with “one size fits all” PR metrics that don't truly measure your goals? Well, now you can finally see the impact of coverage, measured in a way that you define. Our new feature, PR Custom Scoring, is an adaptable way to measure coverage while helping professionals to consistently measure the value of media coverage based on their own objectives and scoring criteria.
We understand that not all coverage is created equal. With PR Custom Scoring, you can easily apply weight to the areas of content important to you, like CEO, spokespeople, business growth or competitor mentions. You can gain insight into the value of a given article with a full breakdown of scores and compare to other pieces of earned media. What’s more, the adaptiveness of the new model means you can edit the scoring at any given time as your business needs change.
PR Scoring assists you with seeing how the total value of all your earned media coverage trends over time, for example, compare how you did this month vs last month, and provide presentation-ready reports to your stakeholders to show the value of your work.
Connect the dots between paid, earned and owned media
As you may have noticed, PR, marketing and social media are rapidly converging. This has resulted in PR pros being increasingly asked to roll up their sleeves and help manage and measure paid, earned, and owned media. It’s not surprising, either, considering social media has democratised communications. Real-time media is now the norm, with the general public breaking news on social networks on a regular basis.
What’s more, these days it’s now about earning and owning your PR distribution. PR heavily relies on content, but creating content is one thing; making it move is another. You can no longer put a press release on your website and hope it lands in front of your desired audience. Increased competition, partnered with content algorithms, means you need to find new ways to amplify it. This is a joint responsibility of marketing, PR and social media teams.
You need to be everywhere. Search results now define your brand. A continuous and ongoing search engine strategy that creates and pushes good content to the top of brand search results is vital. Proactive and optimised keyword phrases that are woven into the online brand publications are a positive bastion against bad PR that may pop up on the page one of search engine results. You can no longer just rely on the influence of the journalist to push your content out to the waiting world. Paying for reach and promotion of your message is now becoming a necessary evil in a new digital world.
Fortunately, as PR, marketing and social media teams converge, the tools needed for managing and measurement are converging right alongside them. If managing paid, earned and owned media is something you're struggling with, don't sweat. Our integrated PR solution enables you to define and measure all media types from one platform, so you can prove tangible business impact across paid, earned and owned media initiatives.