What Does Effective PR Look Like?
How do you define success, much alone PR success? One thing for certain is that success means different things to different people, just as organizations must assess their performance using different KPIs. But how can you assess a successful PR strategy if you don't know where to begin or what to look for?
So, what exactly does PR success entail? Several KPIs might help you determine whether your most recent campaign was worthwhile:
The success of PR: Enhanced Website Traffic
There are no random events.
Observe an increase in website traffic following the publication of current news. A rise in website traffic is an excellent measure of the success of your most recent PR campaign.
Examine the release date of your press release and compare it to your website's daily traffic statistics. Was it a modest increase? A large spike? You can reach numerous conclusions based on what you observe in the data.
A significant increase may indicate that your news resonated with the intended audience. You now understand the messaging and news updates that resonate with your audience.
Numerous firms seek to improve website traffic, brand exposure, and other similar objectives. Consequently, a lesser or nonexistent rise can be disappointing. However, it is advantageous that you at least have a starting point for modifying and refining your phrasing to locate the ideal message for the ideal audience at the ideal time.
Success in Public Relations: Increased Downloads
Your company may have just released a new app. Or even a PDF article that demonstrates thought leadership.
For consumers to be willing to download something, it is of the utmost importance that the messaging is accurate. A decrease in downloads indicates possible areas for improvement:
- Is sufficient traffic directed to the download page?
Do the design and message resonate with the target audience?
Does the deliverable provide sufficient incentive for download?
Such information is crucial for firms. A public relations effort that coincides with a rise in downloads is strong evidence that you are doing something right.
PR Achievement: Enhanced Social Media Engagement
A rise in social media interaction following a press release should be regarded as a success in any industry.
Large organizations pay influencers millions of dollars for the sole aim of increasing their engagement levels. I would consider it a success if you can accomplish this with owned media, even on a smaller scale.
Again, you will have a solid foundation from which to model future blog entries, narrow your demographics, and understand your audience's values.
PR Achievement: Increased Sales
The KPI that most indicates whether your PR strategy was successful? You guessed correctly:
You've hit a home run if you can demonstrate that your PR effort had a major impact on your company's bottom line.
The rise in sales is a positive in and of itself, but the insights gained from the obtained data are the frosting on the cake.
- The suitable message
- The target market
- The ideal moment
Now it's simply a matter of maintaining the same content quality across all platforms to determine what sticks and doesn't.
To Sum Everything Up
The success of your business ultimately depends on you, the business owner. Every firm is unique, and a different set of characteristics determines its success. However, remember that regulating expectations is crucial.
In the same way that there is no such thing as a "get rich quick" program, attempting to hit a home run right off the bat frequently results in disappointment and demoralization.
It is vital to remember that success is often the result of hard work and tiny, continuous victories that create confidence for achieving larger objectives.