Key PR metrics to examine—and act on—for 2016

Measuring the ROI of your efforts can be tricky, but these steps can help you figure out what works and what doesn’t, as well as proving their worth to the higher-ups who set budgets.

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It’s autumn, which means back to school, back to work and planning for 2016.

Both in-house and agency marketing teams will be defending the current year’s work, gearing up for 2016 and securing (or expanding) budgets. Realistic goals and metrics are at the center of that effort.

How can you showcase your ongoing work in the best light and set the stage for an even more successful 2016?

Unfortunately, there is no “silver bullet” measurement tool. That does not mean we have no resources to help define PR success and set the agenda for an even more data-driven PR program in the coming year.

Let’s review what you can and should be doing today:

Tracking key indicators

Beyond number of clips or unique visitors per month, what did all your hard work translate to, regarding:

Many of these metrics are found via tools in the Moz suite, through the native social media platform dashboard and through Google Analytics. If you don’t have Google Analytics access, make the case for setting it up in time for 2016 benchmarking.

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