Four PR metrics you can start using today

Measurement doesn’t have to be expensive or difficult, if you just know the right tools to use and what to look for.

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• Out of all the contacts on my email list, how many received the email, opened it, forwarded it to colleagues, and clicked on the link? Pro Tip: Most email activity happens within the first two hours of delivery. • How many contacts replied to my pitch and asked for more information? • After I’ve posted my pitch on social media, how many of my fans and followers replied, clicked, retweeted, and shared?

Try collecting every metric in a simple spreadsheet for all your campaigns. This will make it easy to compare and evaluate performance later. Many tools, including the ones we recommend below, have simple export-to-Excel features, making it easy and fast to get everything into one spreadsheet. To get you started, take a look at the spreadsheet template we’re using. In addition to helping you keep track of PR performance, it’s a great report to share with your clients. Thankfully you don’t have to call your entire contact list to know how they’re interacting with your pitches. Accessing this data is surprisingly simple if you have the right tools. Here are two favorites:

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