Effective ways to measure the impact of pr

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Effective Ways to Measure the Impact of PR
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Public Relations

• A decade back, when the focus of public relations
  (PR) professionals was on traditional media, it
  had been really difficult to monitor and gauge
  the effectiveness and impact of PR campaigns.
  Today, PR professionals interact with journalists
  and influencers through social media, they also
  discuss things with marketing team to ensure
  successful launches of products and services. In
  addition, they develop blogs and manage social
  media channels to enhance the visibility and
  image of a brand. In the present era, it can be
  easily checked that how long is the list of
  people talking about a particular program, these
  discussions and comments can be further
  segregated in two separate categories - positive
  and negative. If a company finds that its social
  media mentions have increased after launching PR
  program, it means, the campaign is going on a
  right track. 

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Public Relations

• Businesses can estimate the success of a PR
  campaign by tracking the newspapers, magazines,
  TV channels and of course the digital media.
  Also, it is vital to ensure that the information
  shared by the marketer is viewed and responded by
  the target audience. Through clip counting, one
  can calculate media impressions to know the
  number of people who may have seen the article,
  or read something about the campaign on a web
  page or blog. It is assumed that an article in a
  newspaper or magazine will be read by the number
  of people equivalent to the readership of a
  particular vehicle.
• Apart from the measurable quantity of the
  articles in several publications and impressions
  or eyeballs, companies should monitor the
  quality of content that gets published. Measuring
  their publications or mentions against how often
  or where your rivals get placed can help
  distinguish the PR firms efforts. Companies
  should analyse that the published content
  beautifully conveys the key message. 

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Public Relations

• Another way to decide that the PR is raising the
  brand awareness is to evaluate the traffic your
  website receives before and after launching the
  PR campaign. An increase in new visits further
  justifies the effectiveness of media-driving
  efforts. To measure what influenced people to
  visit your site and make purchases, you can ask
  them how they heard about you and your offerings.
• Awareness, attitude and action, these 3As should
  be the prime objectives of every PR team.
  Therefore, a comprehensive market research before
  making a PR plan should be the foremost priority
  of the top management. Better the research,
  easier would be to assess the impact of PR.