In the technology industry, data is king. Every decision, investment and campaign is expected to deliver metrics that demonstrate its impact. Sales teams have conversions. Marketing has click-through rates. Product teams have usage analytics. But what about PR?
For many business leaders, public relations is a misunderstood function in the marketing mix because its value can be harder to quantify. How do you measure a shift in perception or the value of reputation? What is the ROI of a thought leadership article in a tier-one publication? And now that we mention it, what is a tier-one publication, and do they influence buying decisions?
In the current economic climate, boardrooms are quite rightly focused on lead generation and sales. PR must meet the moment and demonstrate how it is helping to influence those sales and create conversations that matter.
Total Coverage Is Not the Full Picture
One of the most common metrics in PR is total media coverage. It’s easy to count and report on. But quantity alone doesn’t tell the full story.
A single piece of coverage in a top-tier, highly relevant publication can be more valuable than dozens of mentions in outlets your audience doesn’t read. That’s why the quality of coverage that appears in a targeted publication, aligned with the right audiences and communicating the right message, is more important than the raw numbers.
For example, a feature in a trade publication read by your target buyers may drive more meaningful engagement – and future revenue – than a brief mention in a national outlet. Often, broadcast media is a vanity metric which isn’t going to convert into any meaningful sales. Understanding the audience and aligning coverage accordingly is key to delivering real value.
Measuring What Matters
To paint a comprehensive picture of the PR campaign’s impact, companies should consider several factors beyond the number of clippings. Share of voice offers crucial insights into how your brand is mentioned in comparison to other brands in the market, while sentiment analysis provides an overview of whether these mentions are positive, neutral, or negative.
These are both highly valuable when determining how you compare to the competition, but it is equally important to understand if your message is being picked up and resonating. The classic marketing principle known as the ‘Rule of 7’ suggests that a person needs to hear a message at least 7 times before it resonates and sticks. While this isn’t based on an exact science, it does remind us that repetition is key to retention, and messaging should be included in the measurement metrics.
Creativity in Measurement
Just as PR campaigns require creativity to attract attention and break through the noise, so does PR measurement. It’s important to think beyond traditional metrics when evaluating the success of a PR campaign. For example, include customer tracking links where possible to tie media coverage to web traffic. Web traffic may also peak around the time an article is published, or an interview is broadcast on a mainstream media platform or podcast.
To gain a deeper understanding of PR’s impact, companies can conduct brand perception surveys. These surveys provide a strategic method to measure how audiences view the brand over time, particularly regarding awareness, trust, and overall sentiment.
Proving PR’s Strategic Value
As data-driven decision-making becomes the norm, PR must rise to the challenge by going beyond mere metrics of total coverage. The emphasis should be placed on the quality of that coverage, the resonance of messages, and the genuine engagement it fosters with target audiences.
The question is not if PR matters; it’s in how we can show its undeniable value.
Speak with the Communications Specialists
With over 20 successful years in business, the team at C8 Consulting is perfectly placed to help you address your PR and communications challenges. Whether you’re looking to grow internationally, beachhead in the UK and roll out across new markets, or seek to champion your next growth stage, C8 Consulting is here to help you. Do get in touch.