Public relations measurement: 5 key facts a PR pro should know
In our data-driven age it’s a real challenge to show the true business value of public relations – that’s a given. While some PR specialists are still using controversial metrics, like Advertising Value Equivalent (AVE), others rely solely on metric counts: likes, tweets or followers without measuring true engagement and outcomes (take social share, website conversion or increase in sales for example). To top it all off, PR efforts are not always correctly acknowledged, and therefore rewarded, as it can take several campaigns before closing a sale.
Given these uncertainties, we are sometimes confronted with mistaken views of PR efforts. According to a recent study, 2 out of 3 companies believe that social media has limited impact on sales. In short, social media influence strategies would not result in real business opportunities…
Let’s put this misconception to rest with a few key facts all PR pro should know.
1/ PR & business growth go together
PR professionals should begin to think more positively about their role as a business source. This is not their main responsibility, certainly, but they do have a voice in the marketplace…
In the word-of-mouth era, reputation is everything: this is the most influential and trusted driver of purchasing decisions. What consumers feel and say about a product or brand is a make-or-break factor for successful business.
“90% of customers trust peer-to-peer recommendations. Only 14% trust advertisement.” (Socialnomics)
Given the context, PRs are in a unique position to generate awareness and credibility in the business lifecycle. More than ever, PRs’ key goals (building brand awareness and thought leadership) support lead generation and sales, and have a powerful role to play in product positioning. So, the best way to get new customers is by reaching their influencers and understanding their ecosystem. Brand advocates are a winning formula for success when it comes to PR strategies because of the messages they spread across social networks.
“A word-of-mouth recommendation is the primary factor behind 20-50% of all purchasing decisions.” (Branderati)
2/ Return on Social Engagement is real
Does social media really have an impact on sales? Despite what everyone may be telling you, social media users increasingly go to social media channels before making purchase decisions.
“74% B to B customers rely on social networks to guide purchasing decisions.” (ODM Group)
Traditional media have partly lost their power in favour of the social media-connected crowd. Point of view articles, newsletters, guestblogging, collaborative plateforms…: more and more communications fields are open to professionals so that they can express their views and market analysis. Of course, their branding strategies directly influence purchasing decisions.
New media platforms also generate concrete business results for companies, leveraging their product exposure. Product tests and comparisons, consumer opinions and feedback, new product release…: Previously often limited to niche supports (professional press or customer organisations), these items can now be easily searched on the web by customers at the time of purchase.
“53% of people on Twitter recommend products in their tweets.” (Socialnomics)
In the e-business area, websites with a good social presence are more shared and easiest to recommend. Conversations based on common passions allow companies to reach their audience more accurately and at the right time. Social discovery will also keep brands on top of customers’ mind, earn ‘social credit’ from potential customers and increase sales!
“8 out of 10 shoppers receive product advice from friends and followers through a social site.” (ClickZ)
3/ Better PR measurement means breaking down the silos
Therefore, PR makes the connection between PR coverage and website traffic with conversion to sales-ready leads. Yet, the lack of measurement in communications departments is often a barrier to take the department’s impact on retention and new business wins. But PR pros can equip themselves to overcome this lack of visibility.
“Traditional PR measurement of “eyeballs” is meaningless unless this awareness results in influence and engagement. Likewise, conversion without sales is an incomplete marketing metric.” (Kantar Media News Intelligence) 
To account for all the ways that target audiences engage with brands, PR should be integrated into the sales mix. It’s also useful to work closely with other areas of web, marketing and sales to have access to data that may not be easily accessible. This will give a holistic overview of consumer engagement and action to demonstrate how PR enhances and shapes integral brand advocacy, giving meaning to the outcomes of PR campaigns and proof of their worth.
“The new [communications and marketing] directors must work together to measure the cumulative impact of their collective activities, from end to end.” (Kantar Media News Intelligence) 
To know more about the shifting role of today’s communications & marketing director, download our white paper.
4/ Measure campaigns for greater efficiency and better decision-making
One of the biggest misconceptions when it comes to PR is the redundancy of ROI. Some companies tend to think that measurement is as an afterthought. This is a cultural issue.
Yet, as the volume of social conversations will grow in the future, gathering intelligence through social listening will become essential. PR specialists will have to listen to understand the nature of their brand reputation and therefore its evolution. Incorporating measurement into the planning process will lead to more focused, and effective communication strategies. Whether PRs work for an agency or in-house, they’ll need to bring measurement and insight to the front line.
“Social Media Intelligence […]: this is the key point of development strategy for agencies.” (Christophe Ginisty) 
How do news stories impact competitors, and how do influencers to benefit business? More than just reporting on results, measurement offers communications pros the insights to understand who their customers are, what products and services they are looking for, and what content is of interest to them. They can also learn what influences them to purchase or recommend at any given moment in the purchase life cycle.
« This listening will be at the heart of all communications and influence approaches. (Christophe Ginisty) 
A provider can also identify the conversations – positive or neutral, as well as the actual emotion it arouses – to determine if the news is bound to become viral and if it represents a threat for the brand reputation.
5/ Understanding how PR can help your business objectives is key
How much influence does your brand have? Are you the main media’s go-to industry expert? Is your name the first one that comes to mind when someone needs the services or products you provide?
Let’s get back to first principles: setting measurable business objectives. Measuring conversion by source with analytical tools such as Google Analytics; impact of media relations on direct visits and brand searches; connection between ‘likes’ and sales… even if one of the primary measurements in PR is “reach and growth in awareness”, we should also quantify those figures for a business objective (i.e. sales, revenue, etc.).
“Those long-term outcomes are what we should track and measure. That’s where a lot of traditional PR measurement falls short.” (Shonali Burke) 
Has your number of clients or sales increased or decreased? How many leads – inquiries or follow-ups – resulted in actual clients or sales? No matter what business you’re in and how mainstream or how niche your market is, you’ll be shooting yourself in the foot if you don’t ask how your business can move forward!
“In the long run, what we need to do is tie our efforts back to business goals.” (Shonali Burke) 
 THE SHIFTING ROLE OF TODAY’S COMMUNICATIONS & MARKETING DIRECTOR, Kantar Media News Intelligence (White Paper)