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.
“That which is measured gets improved,” says Frank Strong, founder and president of Sword and the Script Media, citing an oft-repeated saying in the industry. “So, naturally, if you want to get more coverage, you should be in tune with what is or isn’t working for you or your competitors.”
In this report, you will learn:
- What kind of benchmarking makes metrics meaningful
Comparing yourself to objective standards gives you a yardstick to measurement success.
- How measuring in real time provides actionable intel
Measurement is often treated as an end-of-the-year chore, but frequent benchmarking allows for course corrections in your campaigns.
- How to improve your coverage by determining quality of voice
Learn how a TV network client of Katie Paine’s—owner of Paine Publishing—studies coverage results, especially from the 25 top reporters who can influence an organization’s success in major ways.
- Why benchmarking quality of coverage sparks business conversations
Find out what you can learn from conversations with sales, research and marketing teams.
- Ways to determine, “Am I killing it, or getting killed? ”
It’s common to measure the bread and butter of performance, says Dan Brennan, vice president of Shift Communications. What gives you an extra edge is tracking how you stack up against competitors.
- How benchmarking can help persuade reluctant executives to do interviews
When you benchmark share of voice—or better yet, desirable voice—you can have an impact on your organization’s earnings.
Social media is a real-time research laboratory providing an authentic view of your audience.
- How benchmarking reveals message penetration
When you tie PR to outcomes and map behavior to them, benchmarking shows not only whether your messages have had an impact, but which ones have broken through.
Download your free guide here.