PR & earned media measurement is a sore spot for many. Thankfully, Cision recently released their 2020 Comms report “Measuring up to The Moment” which addresses this head on.
In the following video, I breakdown PR measurement along with a few data points that are close to my heart and talk through some of the implications and opportunities for brands when pitch traditional media outlets. You can always skip the video and download the report here.
Today I’m going to talk about PR measurement and the importance of media measurement tools. More importantly, I’ll be addressing why it’s important for brands today to analyze PR metrics the right way.
What is PR Measurement?
PR measurement is the process of quantifying earned media and whether or not you are getting media coverage in the outlets that you are pitching. More advanced PR analytics would include message pull-through which looks at the actual narrative and context of the media.
Now Cision recently released their 2020 Comms Report which answers a lot of questions about public relations and provides insights into earned media measurement, influencer marketing for B2B, and so much more.
I am not going to go through the entire report, but I have highlighted a few data points which I think are very impactful for PR measurement in general.
The first data point that I found interesting was that over 30% of respondents believe that the PR industry does not know how to measure PR or show the effectiveness of earned media.
I would argue that we have come a long way in media measurement and PR metrics and there are very innovative PR platforms that can show business value. I think the bigger issue is that many practitioners don’t know what platforms or PR measurement tools are in the market that can measure earned media.
Another data point that I want to talk about is PR budget allocations. About 70% of the respondents spend less than 10% of their budget on media measurement. Depending upon the size of the company, I believe that 10% is way too low and should be reprioritized. It’s understandable though because many media measurement tools and platforms are very expensive.
Also, respondents were asked what their single most challenge in managing public relations programs. The answers range from budgeting and support from executives to media outreach, content creation and influencer engagement. The ironic thing is that respondents aren’t spending adequate budgetary resources on media measurement yet cite it as one of the most difficult things to do.
The question isn’t how to measure earned media or whether or not you are using PR measurement tools. The more appropriate questions is, “are you measuring earned media the right way?” Remember, measuring PR isn’t just about tracking hit. It’s a lot more complex than that.
I really hope you enjoyed this video. I do my best to create content that’s actionable and provides value to the work you do.
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