PR professionals should pay attention to long-term metrics over short-term goals

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 5:15 PM UTC

This piece shares insights – from AMEC’s CEO Johna Burke – that PR professionals can use to show clients a return on investment.

Solely relying on vanity metrics like impressions would not help public relations professionals effectively demonstrate the value or effectiveness of their efforts. Communication experts must explain to brand leaders that PR efforts create a long-term impact on the brand reputation. PR activities have less potential to influence short-term metrics like impressions and likes.

To measure the effectiveness of a PR initiative, professionals should first align PR efforts with the Barcelona Principles – a set of seven voluntary guidelines. They should take a holistic view and take a look at what they want to measure.

PR professionals should set SMART (Specific, Measureable, Attainable, Realistic and Time-bound) objectives. They should also consider using tools like SEMrush, Muck Rack, Google Studio and Answer the Public to understand a journalist’s influence, view analytics, set goals, and discover tangible topics for PR content.

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