Why and how you measure and analyse PR in a fast-paced digital world


In today’s fast-paced digital world, where information travels at the speed of light, PR professionals face unprecedented challenges and opportunities. The demand for data-driven decision-making has surged, making it crucial to measure and analyse PR efforts. Let’s have a look at what to measure, and how to do it.

Mynewsdesk’s latest annual report State of Nordic PR & Communication 2023 showed some really interesting figures, such as that 43 % of all communicators surveyed did not know what should be measured. Meanwhile, 6 out of 10 believe that the demand for data-driven work has increased dramatically.

But let’s start with why it’s so important to measure and analyse in this digital age.

The urgent need for a strong brand

In the digital age, your brand is your identity, and a strong one can make or break your success. Measuring and analysing PR efforts allow you to gauge how effectively your brand is resonating with your target audience. It helps you understand which aspects of your brand messaging are working and which need improvement. With this insight, you can refine your PR strategies and bolster your brand’s identity and reputation.

Clarity amid the digital noise

In today’s media landscape, PR campaigns span various platforms, from social media to blogs and traditional media. Monitoring all of these channels can be overwhelming. Measuring and analysing data brings clarity to your media monitoring efforts. It allows you to filter through the noise and pinpoint the key metrics and trends that matter the most to your PR goals.

Guiding your PR efforts with data-driven direction

Data isn’t just about looking backward; it’s about guiding your path forward. Analysing PR data provides direction. It reveals which strategies are generating engagement and which ones are falling short. Armed with this knowledge, you can adapt your PR tactics in real-time, ensuring they align with your overarching goals. It’s like having a GPS for your PR journey, where the roads keep changing.

Making informed, data-driven decisions

In an era where every decision counts, relying solely on intuition is no longer sufficient. Measuring and analysing PR data empowers you to make informed, data-driven decisions. Whether it’s allocating resources, fine-tuning your messaging, or selecting the most effective channels, data-driven insights become your guiding light, steering you toward PR success.

Okay, so now we’ve walked through why you shouldn’t ignore or procrastinate measuring your available data (and if you don’t have data to follow up your PR efforts, make sure to start monitoring). Now, let’s dig into what to measure.

Common Key Performance Indicators (KPIs)

To effectively measure and analyse your PR efforts, it’s essential to track the right KPIs. Here are some common KPIs to consider:

  • Media Coverage: Measure the quantity and quality of media coverage your brand receives.
  • Media Reach: Measure how many that were exposed to your messages.
  • Sentiment Analysis: Assess the sentiment of media mentions and social media conversations related to your brand.
  • Social Media Engagement: Track likes, shares, comments, and follower growth on social media platforms.
  • Share of Voice: Compare your brand’s media presence to that of competitors.
  • Lead Generation: Measure the number of leads generated through PR efforts.
  • Website Traffic: Monitor the increase in website traffic resulting from PR campaigns.
  • Conversion Rates: Evaluate how PR campaigns contribute to conversion rates and sales.

How to access and understand the data

In other words, there are several different metrics that provide you with an overview and show what works and which direction should be taken. Sure, you can cut and paste reports on your own, but in today’s constant flow of information, it’s more or less impossible to get a complete picture of the data in that way. The very best thing to do is to acquire a PR platform that helps collect and make the data understandable. There are several different options on the market depending on what needs you have. Mynewsdesk offers both comprehensive media monitoring as well as reporting services. Among other things, you can easily create a Brand Report that displays and visualises the most relevant metrics and actionable insights.

In our data-driven world, where information is abundant and competition is fierce, measuring and analysing PR efforts is not just advisable – it’s essential. It fortifies your brand, brings clarity to your media monitoring, provides direction for your PR strategies, and enables data-driven decision-making. Compiled reports serve as your beacon, guiding you through the ever-evolving landscape of public relations. Embrace these practices, consider these common KPIs, and watch as your PR efforts reach new heights of success.

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