It’s one of the most common misunderstandings of public relations in the 21st Century. Too many businesses, and people, still have the ageing attitude that PR is solely about brand awareness, but this simply isn’t true.
Thanks to the sheer amount of PR measurement metrics available in 2018, your public relations output should be directly driving new leads, and sales. More so, you should be able to prove that this is happening, or it’s time to reconsider where your output is coming from.
Here’s how that’s done…
The PESO model was created by Gini Dietrich of Spin Sucks, and basically refers to:
*Paid Media – advertisements, including social media ads, sponsored content
*Earned Media – valuable mentions in editorial articles and video features
*Shared Media – non-paid social media
*Owned Media – brand content which is published on company website or blog
These are all familiar terms, so forgive us if this sounds obvious. What’s less blatant is the need for all these to integrate and work in tandem to deliver the most bang for your bucks.
Using the PR measurement metrics of each aspect of the overall public relations campaign will provide invaluable data on how to better tailor future work for the best results, while combining to offer the biggest potential impact in terms of your company being seen as an authority in its sector, boosting Google search results rankings, and pulling in new leads, such as those arriving at your site after clicking on a blog posted to social media.
Step one in the process involves your owned media. Create good quality content with a high ranking potential for specific keywords linked to your business. So, sticking with the theme of PR measurement, we might write a blog post for our own site on PR measurement metrics, using the keywords PR measurement metrics.
Next, start approaching respected online publications with a view to getting them writing about the same subject, or place your own article on their site by way of an editorial contribution. The goal being to get a valuable link back to your own blog content on the same subject.
Once you have good content to share, get sharing in every way possible. Facebook’s organic reach is notoriously all-but-non-existent, so invest in boosting posts containing your best content. Consider buying some sponsored article space with high-value publications, creating new work in advertorial form. Or even look to PPC platforms like Google AdWords. Again the focus should always be on your basic keywords— for example PR measurement metrics, if you trade in PR measurement.
Social media has never been a one-way street. In fact, it’s much more like a major intersection where your choices of exit are plentiful. Engage with people talking about the earned media you have garnered, your owned content, and all paid opportunities you have exploited. Keep the conversation alive to generate new leads from networks.
Now that’s what I call PR measurement success
One you have this model in place, the volume of data you’ll start to receive is at best plentiful, at worst overwhelming.
Nevertheless, analysing all this properly allows you to start painting a vivid picture of what is working best, what needs tweaking, and anything that should be scrapped altogether. When this becomes part of everyday PR planning, you’ve arrived in 2018.