Metrics for public relations work have evolved significantly in the digital era. The metrics that PR pros held dear for years have been almost entirely replaced now that print publications are no longer the pinnacle of earned media.
So, what are those metrics that now matter in PR?
A new infographic from Onboardly seeks to define “PR Metrics that Matter,” noting that the two main reasons for PR are customer acquisition and visibility. It shouldn’t just be numbers for the sake of numbers.
Earned media is still the gold standard for public relations, and the infographic offers this key insight: “Measuring your media coverage is just the start. What you really must know is whether that coverage has resulted in dollars and cents, increased brand awareness, or new leads.”
A few metrics you can use to associate with these: New referral links, increased organic website traffic and new leads or signups. You can use tools like Google Analytics to understand referral data, allowing you to segment out your PR traffic. And while short-term effects are great (and often what execs want to see), PR pros should be paying attention to the long-term results of their efforts, too.
Get a full view of how you can measure your PR success with the infographic below. (Click here for a larger image.)