Just about every PR pro these days has figured out the importance of measurement in PR campaigns.
But just as important is knowing what metrics to use and what to compare them to—in other words, how to benchmark.
A new report from Ragan Communications and Meltwater—”PR Measurement: 8 Benchmarking Benefits Crucial to Success”—lays out tips for successful benchmarking.
A program that gathers intelligence about your organization, competitors, audience, influencers and leaders is key to PR success today, says Shonali Burke of Shonali Burke Consulting.
“The biggest benefit is that benchmarking is your road map to understanding what’s working and what’s not,” Burke says.
Benchmarking your public relations efforts means using media intelligence to set up metrics—mentions, message penetration, sentiments or other attributes—and comparing them with your industry, competitors or your own past performance.