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PR Benchmarks: Measure Your Impact

PR Benchmarks: Measure Your Impact

Public relations is not reserved for strict, traditional media relations anymore. What PR encompasses is changing everyday; but as it stands today, PR is everything from television, print, social media, online news sites, apps and more. And for health and wellness organizations, clients are using every piece of media to find information and make health-related decisions. So, when you’re kicking off a new campaign with a health-focused client, remember to look at these various PR elements and set concrete benchmarks so you can effectively measure success and identify insights at the close of the campaign.

Setting benchmarks

Views, clicks and impressions are classic ways to measure the success of your earned media. While it’s important to keep track of the number of people viewing your content, there’s more value to be found in measuring how many people within your target audience were reached and how they interacted with your content. When setting benchmarks, keep in mind your target audience and adjust goals accordingly.

Measuring impact

Measuring impact may seem subjective by nature, but there are ways to concretely show you’re reaching a specific audience. Start by analyzing the effects of earned media. Employ your online tracking tool of choice and take note of how effective earned media was at driving traffic to your website or landing page. It’s also valuable to take note if media coverage is merely a mention versus a larger feature story. Impact can also be measured by what – and how many – proprietary assets were shared during your campaign. You can check social shares, hashtag usage, etc., to determine which pieces of content were picked up or what assets were shared.

Success doesn’t always look how you thought it would. By measuring these different facets of impact, you can find ways to effectively measure how targeted audiences received and interacted with your campaign. But remember, it all starts with setting the proper benchmarks.

Healthcare PR pros: What other benchmarks do you find helpful to set with your clients? Tweet us at @CSG_health!

 

Source: PR’s Changing Benchmarks: 10 Questions to Make the Most of Measurement