Kyle A. Turner’s Post

Measuring the value of PR has always been a challenge in our field, and we've certainly come a long way from measuring news articles with a ruler and multiplying the ad rate by 2.5 (shout out to those industry veterans who remember this!). This article in PRNEWS highlights the five predictions for the future of PR measurement, and some of these insights are certainly in line with what we're doing at G&S Business Communications. I'm in awe of how our analytics team is really helping us evolve our measurement capabilities, prioritizing value and outcome based measurement approaches.

When measuring PR success, it’s important to figure out the ‘what’ and ‘why’ before even trying to look at the ‘how’. PR measurement an evolving beast - and while next-gen tools can improve the way we show results, it’s easy to get distracted by the tech and lose sight of the original goal. Our latest white paper offers practical tips on picking and using the right measurement tools. It’s packed with fresh ideas, the latest thinking and best practices to evaluate campaign outcomes in a convenient and targeted way.

More proof of how data-driven decisions and smarter tracking and monitoring tools can positively impact #PR campaigns and ultimately your business.

How to measure your PR effectively: Are you feeling increasingly pressured to prove the true value of your PR and communication efforts? You’re not alone. 6 out of 10 PR and Comms professionals say that proving the value of their efforts is more critical than ever.* And yet, PR and marketing budgets keep shrinking year after year. We understand. You're not a data analyst. You're a storyteller and a relationship builder (with an exceptional sense of news value.) If you choose your KPIs wisely, you can get a solid view of your PR performance with just a few metrics. To keep it simple, here are three valuable PR and brand performance KPIs: 1. Brand Awareness: This measures if potential customers recognize and remember your brand. It’s the first step in driving engagement and conversions. 2. Share of Voice (SoV): This tells you how much of the conversation your brand owns compared to competitors. It’s your window into market presence and competitive positioning. 3. Brand Reputation: This reflects sentiment and trust. It’s critical for managing PR crises, improving customer service, and shaping content strategies. When you’re measuring these KPIs, it’s all about quality. 👉 Quality = Your efforts contributing to reaching your business goals. Achieving a broad reach is great, but did you reach the right audience? For instance: 📈 Measuring Brand Reputation? Check if the sentiment around your brand is more positive now than before. 📣 Measuring Share of Voice? Benchmark it against competitors to see where you stand. Maybe you need to increase Brand Awareness first. Measuring your PR doesn't have to be tedious. There's even a quick way to see the monetary ad value of your PR results. We've summarized HOW to measure these KPIs on our blog for you. Link in the comments 👇 #PRMeasurement #PR #Communications #Mynewsdesk #BrandAnalysis *State of Nordic PR and Communication 2024 Report. Blog post: https://lnkd.in/dAD236-q

Here are 3 ways to refresh your trade press releases and secure more business press coverage ⬇️✨ 💷 Include financial statistics - These tend to be the hardest to get approval on to send to press, but if you can get sign-off on any financial statistics, you’re likely to have more success - even if it’s simply a % increase rather than an exact number. 💼 Add quotes from Founders, CEOs, and Directors - Whilst it might be easiest to write up a comment as the PR Officer or Communications Exec, you’ll find that your press release has a higher chance of landing coverage if the senior leadership team are open to providing insightful comments into the businesses success. 📸 Feature lifestyle imagery - Shots of the team, or spokesperson featured in the release, in the office actively working and showing off the day-to-day is way more intriguing than a simple headshot or campaign imagery. Whilst these are still important to include if relevant, you can stand out from the crowd with some great team lifestyle imagery. Using these tips has helped us gain tonnes of Unearth PR | Brand & Digital PR Agency press coverage over the years, from features in Business Insider and Business Live, to our recent feature on Agency Hackers for our rebrand 👇 https://lnkd.in/enUkfF5x How do you make your trade press releases stand out? #publicrelations #digitalpr #prtips #tradepr

At G&S, our analytics team has been able to stay ahead of the game. Salute to Scott Miller, Janelle Melecio, Alliyah Thompson and Kyle A. Turner for creating a scoring system that measures increases in brand visibility across most public platforms and social media content's impact on engagement. Check out this PRNEWS article to learn more about 5 different predictions for PR measurement. https://hubs.ly/Q02m5pCz0

CoverageImpact.com is a new free tool for PR Pros looking to showcase the impact of their work over time in a simple to understand graph. Your coverage + impact. In a simple graph = more credible conversations. You can overlay data to show the impact to search demand for a brand/product using Google Trends data. Or you could manually add your own data on web visits, visibility, leads, sales, NPS. Anything that can help to connect the story of your coverage to impact. If you are able to export coverage data from your PR tool you'll be able to use CoverageImpact. It's been tested to work with CSV exports from Cision, MuckRack, Meltwater, Buzzsumo, CoverageBook etc. And if you don't use a tool like this we provide a simple template. This tool is not magic. It's can't prove impact. But we hope it's a shortcut to getting more PR professionals and their stakeholders curious and asking questions about correlation. Death to AVE! "I really love how CoverageImpact will take your media placements and overlay results, such as qualified leads generated, or new sales. You upload a CSV file of all of the stories you’ve placed and then give it the data from one of the business outcomes and it will pump out a graph that shows the correlation between your efforts and an increase in the business outcomes. Suddenly, you’re less worried about how many stories you’ve placed and more focused on what matters: the outcomes of those efforts." Gini Dietrich

When planning PR campaigns, you want to see data, but not all metrics are as easily tracked as others. Certain metrics are more straightforward, while others can be a bit more challenging to quantify. Despite the challenges, there are tools and methods that can be implemented to help measure success. Here are five key metrics to help measure PR success. https://lnkd.in/gEbF4Gd6 #prfirm #nyc #publicrelations #prtip

If you want to see the "measurement" of PR, I'll show you my Google Search Console. The most common drivers of long-tail search traffic that convert into podcast listens? Someone searching for a founder's name who has appeared on OOH Insider. If someone is searching you on the google machine by name, it is a good strategy to have high-quality content show up as a search result. If you want to have a good PR strategy in general, retain Joe's team.

One of the most frustrating discussions in PR is about "measurement." Here are three things I wish every CEO and marketing leader understood about PR measurement. 1. The companies that excel at PR/content do not wring their hands about measurement. My highest-performing clients don't worry about it. They say interesting things and generate a lot of attention, which gives them the ability to achieve the goals of marketing (awareness, differentiation, urgency). When PR works, it's simple and obvious. 2. Marketing measurement differs based on customer type. If it's a B2C brand or even a SaaS company that sells to 1,000s of SMBs, you need to measure things at scale in a way that's not true of adtech companies trying to reach 100 agencies, brands, or publishers. For most adtech companies, it's about influencing a small number of people who matter. You don't need a dashboard for that. You barely need a spreadsheet. 3. PR is the art of building your reputation and relationships. As per nos. 1 and 2, you know if it's working because you know whether the people who matter (customers and those who influence them) are engaging with you. The desire to "measure" has nothing to do with the actual efficacy of PR. It's a crutch used by people who don't get it to pass the buck. Don't rely on bullshit metrics or dashboards. Develop a philosophy, and stand by it. If you want to measure PR, there are reasonable ways to do it. I wrote about them on a blog post on the Sharp Pen site: October 3. Check it out.