Why Public Relation Metrics are important
Measuring
Public Relations has been a debated topic amongst all the PR Professionals.
There have been numerous debates on the issue, which PR measurement framework
is the most appropriate. Here are few reasons why PR metrics matter.
1.
Real Results –
The PR industry has been hard to define from a lay man point of view. If you
even ask professionals, what public relation is? Majority would be confused or
mistake PR with marketing or advertising. By having a proper framework for PR,
the PR professionals would be able to offer actual and real time results. Focusing
on authentic and real results allows majority to be aware of what actually PR
is and will be able to measure its impact on their business.
2.
Tracking –
Keeping a track of the results is important. When campaigns or PR activities
are measured it is easier to pick up trends and offer those to prospect clients
who might have similar campaign objectives. Instead of simply celebrating high
press coverage its is utmost important to understand the conditions and
strategies which helped securing them and replicate those success strategies in
future as well.
3.
Sharing -
Clients demand to be informed about everything, most of the time clients do not
understand what the value of PR actually is. By sharing the PR metrics with
your clients and shareholders it helps them understand the real value of PR. It
is not enough for the clients to be aware of only the campaign and strategies
that is working; they also need to know that why and how they are working.
4.
Improvement -
Measuring the PR efforts allows PR professionals to improve their performances
by comparing the metrics. This also allows PR agencies to manage their client’s
expectation in a better way.
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