Metrics are crucial in any PR campaign, especially in the numbers-obsessed world of today. They enable you to measure, track, and evaluate its performance and then use them to compare your numbers with the industry’s benchmarks or your competitors’.
There are two types of metrics. Quantitative metrics, such as impressions, are easy to understand: the more the merrier. On the other hand, qualitative metrics need a finer understanding because quality can’t be reduced to numbers. Here are three qualitative metrics that are important in shaping your PR campaigns in the coming year but could be hard to comprehend at first glance.
Journalists and Bloggers who Write about You and Your Industry
In the easily understood quantitative sense, the more people that feature your brand, the better. But quality-wise, a single story from certain individuals can be far more effective than hundreds of articles from others. These particular journalists and bloggers have built credibility that makes their word have more weight in the public’s mind. To determine who these people are, check their writing history. The more they have written in the subject, the increased likeliness that they are regarded as an authority by the public and their peers.
Channels Where Your Content Appears and Your Competitors
Like people, channels aren’t created equal. Some have a wider reach than others or are read by a certain niche. Additionally they can have very different effectiveness because of their nature; for example TV and print. Note that broadcast, publishing, and the internet have significant overlap because of their broad appeal. But in general, traditional media skews towards older demographics while new media to the younger. Also radio tends to be the most widespread medium, especially in developing countries like the Philippines. More specific channels within them, such as particular shows, newspapers, or blogs, can narrow down the audience to a manageable level. Select the medium and channel that your story will be released in depending on your goals.
Remember, your competitors will be trying the same thing. It’s strategic to learn where they are focusing their attention to either match or outflank their plans. For example, a competitor may dominate a broad channel like TV but you know your potential customers are far likelier to read lifestyle blogs instead, which gives you an opportunity to take the initiative away at a lower cost.
Are Articles Negative or Positive?
Lastly, an important qualitative metric is the positivity or negativity of articles written about your brand. A story could feature your brand written by the right journalist on the right channel but if it’s unfavorable that means your potential clients will see you in a bad light. This situation becomes a crisis and should be dealt with ASAP. But not all negative articles create a panic. If the damaging story was written in the tabloids by a journalist known for peddling scandals, it will be easily drowned out by other channels that speak favorably. Still your brand should ensure the stories are predominantly positive.
When it comes to metrics, quality over quantity isn’t too far wrong. Quantity is important. But assessing the quality of your stories, channels, and the people that speak of your brand will also help you create a better and more effective PR campaign this 2018.
Do you want to understand what other qualitative metrics can help your campaigns become better? Contact our team of PR experts to learn how.