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5 Key Performance Indicators to Evaluate the Success of your Public Relations Campaigns

By: Yuki Han

From classes to internships, we have probably already realized that there are some unique measurements that we should take into consideration while evaluating the performance of our work over a set amount of time.

Key Performance Indicators (KPIs) are particularly crucial for PR practitioners to evaluate the success of their campaign, whether current strategies are working, or if they needed to be revised or tweaked.

There are 5 key indicators that we can use to measure our performance.

1. Media Coverage

Media coverage, which indicates the number of mentions of your company in the media, plays a vital role in shaping public perception and influencing brand reputation. Form of media includes news, information, and stories about organizations that spreads via various channels such as print, broadcast, online, and social media platforms. Positive media coverage can enhance credibility, increase visibility, and generate interest among target audiences. Monitoring and analyzing media coverage is essential for PR professionals to assess the effectiveness of pitch emails, identify opportunities, and mitigate potential risks.

2. Social Media Engagement

Social media engagement measures the level of interaction of your audiences on social media platforms. Measuring metrics such as likes, shares, comments, and retweets can provide insights into how effective your PR content resonates with the audience while stimulating conversation around the brand. Typically, a consistent rise in engagement levels indicates that your target audience are interested in your brand and are actively engaging with it. A magic formula to calculate engagement is to use the number of interactions divided by the number of followers and multiply by 100 to get a percentage.

3. Website Traffic

PR campaigns often aim to drive traffic to the company website or landing pages. Website traffic serves as a fundamental criterion for assessing the effectiveness of online marketing strategies. It offers valuable insights into the efficacy of your campaigns in attracting audience interest and interaction. Key metrics that are used to evaluate website traffic are unique visitors, page views, and referral sources that can help assess the impact of PR efforts on driving online engagement and conversion.

4. Media Impressions

Always keep in mind that visibility is everything in PR. The greater the number of individuals are exposed to your story, the greater its impact. That's why it's crucial to monitor your impressions. Media impressions measures the reach of a PR campaign by counting the number of times content is viewed, whether it's through traditional media outlets, online publications, or social media platforms. High media impressions indicate greater visibility and exposure for the brand.

5. Share of Voice (SoV)

SoV measures the proportion of media coverage your brand receives compared to competitors within a specific industry or market. It helps PR practitioners understand their brand's visibility relative to others in the same space, providing valuable competitive intelligence. While analyzing SoV is important, you need to combine it with content. For example, your brand may earn a high SoV while dealing with a crisis as people are most likely discussing negative experiences with the company.


About the Author:

Hailing from China, Yuki Han is a senior student majoring in Public Relations at Boston University. Previously, Yuki was an Account Executive for Aaron's Presents at PRLab. She now serves as an Account Supervisor for BU Center for Future Readiness and Mattapoisett Museum. Last Summer, she interned as a Medical-Patient Communication Coordinator at The First Affiliated Hospital, Zhejiang University School of Medicine. Yuki was also a Public Relations Assistant at Edelman for a month. She has dedicated herself in the entertainment, health, education, and the nonprofit industries for the past few years. Outside of class, Yuki loves singing, traveling, hiking, and camping.

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