From the course: Public Relations (PR) Foundations
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Quantifying PR measurement
From the course: Public Relations (PR) Foundations
Quantifying PR measurement
- It's not that we don't want to measure PR success. Often we find it difficult to choose the best approach for measurement. There are so many PR metrics that can be captured. Let's focus on five. Exposure. That's your reach or how people viewed what you've shared and how much it resonated with them. Engagement, this is customer response after you share content, Preference, what content customers favor, Impact. That's financial outcomes driven by content. And then there's advocacy, which is when customers encourage others to buy from you. That's the ultimate goal. Let's uncover the key performance indicators, or KPIs, for each of these together. For exposure, during a specific time period, you can measure and quantify the following metrics. The number of times you're mentioned in the media, and the reach of the outlet, the number of times people mention your product, based on your editorial coverage and increases in the opportunity for people to see your key messages. Next for…
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