The Colab Brief: 019 - Measurement Matters - Calculating ROI in PR 📈

The ol’ measurement issue. It comes up in nearly every conversation we have around PR. Gone are the days of public relations being some mystical dark art that “just can’t be quantified.” Now, it’s all about the numbers (but luckily, minimal math is involved. We are comms majors, after all). Proving value is essential as belts tighten toward the end of the year. So, let’s talk data.

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Read Time: 3 mins

“The value of PR is impossible to measure.”

“It’s one of those things where you’ll just know if it’s working.”

“It’s sort of intangible…”

(Insert eye roll here).

These are all real quotes we’ve heard throughout our decades in this industry. And while it may have been true that measuring PR value was really difficult ten years ago, there is no excuse for not attributing value to your activities in today’s media environment.

So, what matters most when it comes to putting pen to paper? 💡

Track the Trackable 🕵️‍♀️

Not all publications allow UTMs (a special code added to a URL to track activity), but for contributed content (especially with vertical pubs), this can be a great way to see who is interacting with your content and which pieces are driving traffic back to your website. Utilizing them for social when sharing coverage is also a solid strategy (more on this in a minute).

Impressions are so 2010 😑

The old ‘Steady Eddy’ of the measurement world. Impressions are useful for one thing and one thing only - comparing the size of one outlet to another. Beyond that, they’re a basically meaningless metric that agencies typically use to show “how impactful that one mention in so-and-so publication” was. In no world does your piece travel to ALL the people reflected in that number. And if your team is reporting using ONLY impressions, it’s time to have a talk.

Extending the Lifespan of PR 💀

We’ve talked about this before, but what you do AFTER a piece publishes is just as important as the initial hit (probably more so, if we’re being honest). Is your sales team leveraging it to show to potential customers? Is it on your website? Are you sharing it on LinkedIn and other social channels (be sure to use that UTM)? Are you repurposing it for your own blog, leveraging the quotes across your marketing channels…and beyond? The wins from all of the long-tail activities that come after the piece goes live should be attributed back to the PR function. Don’t miss out on those wins.

Measure what Matters 🖋️

Different companies care about different metrics, so reporting can’t be a one-size-fits-all attempt. In its best form, it’s customized based on your specific goals and KPIs. Get a little creative with how you’re determining a successful campaign. Maybe there is a mix of data that makes the most sense for how you determine campaign performance.

Measurement is one of those things that seems like a major obstacle until you start breaking it down into smaller pieces. And the more measurement you can provide up the chain, the better your chances of continuing to funnel budget to the comms and PR functions. As they say, providing value is invaluable.

Until next week!

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