Picking the right measurement tools for your PR program

Wednesday, March 26th, 2014

It’s true, I am a numbers nerd. Moving averages, percent changes and engagement rates are part of my everyday vocab. So I was thrilled to see the Queen of Metrics, Katie Paine, speak about measurement during a recent IPREX conference. The timing was perfect, too. With many of our client programs kicking into high gear, it was the ideal time to assess and optimize our approach to goal-setting, benchmarking and measurement.

Measurement could easily consume a lengthy series of blog posts, so I thought it would be helpful to drill into a specific topic: measurement tools. Of course, before you start making measurement decisions, you’ll want to establish goals, identify benchmarks and define your KPIs. Once you’ve got a handle on these elements, keep these tips in mind for picking the right measurement tools to track your progress.

First, ask yourself: What am I measuring? Then, identify what’s needed to conduct this measurement.

  1. If it’s messaging, positioning, themes or sentiment, then you’ll need content analysis
  2. If it’s awareness, perception, relationships or preference, then you’ll need survey research
  3. If it’s engagement, action or purchase, then you’ll need web analytics
  4. If it’s predictions and correlations, then you’ll need two out of the three above

Next, pick the right tools to get the job done. This is just a sampling of tools.

If your objective is…

Then a KPI could be…

And this tool will measure it…

Increase key message inclusion % increase in messages delivered Radian6, MediaMiser, Brandwatch
Increase product awareness % increase in awareness post-campaign Survey Monkey, Survey Gizmo, Zoomerang
Increase website visits from social % increase in traffic from social Google Analytics, Compete
Increase social channel engagement % increase in Facebook post engagement; % increase in Twitter interactions Facebook Insights, Sprout Social, Twitonomy

Want to find more valid metrics to use? Visit www.amecorg.com for helpful charts like this one. 

PR measurement image