Vanity metrics reflect well on us but they don't necessarily give a true picture of the productivity or commercial effectiveness of the public relations work being done. I talk about the common metrics we do monitor like sentiment and share of voice which tools like Carma can track, and also go on to mention the work I am doing on the Active Communications Index which measures the productivity of the team.
I also share the work I am doing with Ian Morrison to help companies to benchmark themselves against others in terms of how much work they are doing because absolute and relative values are important so know how much is enough for your company to do. Otherwise frankly social media can display all the hallmarks of Parkinson's Law.
SPEAK|Pr is for business owners to unlock the value in their organization for free with effective communication and is hosted by international Pr agency owner and entrepreneur Jim James.
In return, I will continue to bring massive value with two weekly shows, up to 3 hours per month of brilliant conversations and insights.
Monthly subscriptions start at $3 per month. At $1 per hour, that's much less than the minimum wage, but we'll take what we can at this stage of the business.
Of course, this is still free, but as an entrepreneur, the actual test of anything is if people are willing to pay for it.
If I'm adding value to you, please support me by clicking the link now.
Vanity metrics reflect well on us but they don't necessarily give a true picture of the productivity or commercial effectiveness of the public relations work being done. I talk about the common metrics we do monitor like sentiment and share of voice which tools like Carma can track, and also go on to mention the work I am doing on the Active Communications Index which measures the productivity of the team.
I also share the work I am doing with Ian Morrison to help companies to benchmark themselves against others in terms of how much work they are doing because absolute and relative values are important so know how much is enough for your company to do. Otherwise frankly social media can display all the hallmarks of Parkinson's Law.
SPEAK|Pr is for business owners to unlock the value in their organization for free with effective communication and is hosted by international Pr agency owner and entrepreneur Jim James.
In return, I will continue to bring massive value with two weekly shows, up to 3 hours per month of brilliant conversations and insights.
Monthly subscriptions start at $3 per month. At $1 per hour, that's much less than the minimum wage, but we'll take what we can at this stage of the business.
Of course, this is still free, but as an entrepreneur, the actual test of anything is if people are willing to pay for it.
If I'm adding value to you, please support me by clicking the link now.
What gets measured gets done. When running a public relations program, it's important to track how well you're doing over time, and this is the essence of Knowing in the SPEAK|pr Mastermind, which stands for Storify, Personalise, Engage, Amplify, and Know. There are a number of different metrics for measuring activity, especially for social media. The first is share of voice, which The next metrics are referrals and conversions. These could be If there's a call to action from a page, then there'll be a clients always like. This measures your volume of content against other companies, and can be tracked using tools like Karma. This metric is important, because it shows a company how from public relations, social media, articles, trade print, well it's doing in competitive terms. With digital, it's conversion. This leads to the concept of funnels, and public and more. Some platforms like Vimeo let you display end frames extremely easy to do that, because you can input your own keywords, brands, topics, product names, personalities, with a call to action, and thes hooks and tags will allow you t executives, even the ones you're tracking against, and so on in relations activity can be likened as the head of a sales the system, and the software will search for that and produce a report. Back then, this used to be a tedious task of scanning and reading magazines and then manually inputting it into funnel. There used to be a detachment between the public see which pieces of medi content are deliveringth greatest referrals. This ca also be tracked on Googl Excel. Each occurrence would have to be listed down Analytics, where you will se the websites that have delivere indicating which publication it was seen in and which target leads or which sites and whic content have given the most r articles the individual words were mentioned. Thankfully, now relations that someone would read about in print and the ferrals. software can do it. It's one thing to be mentioned a lot, but if you're mentioned negatively, then that's not good news, so this is why the next metric, sentiment, is important. It gives an indication of whether there needs to be some remedy or crisis management communications put into place. Currently, AI can be used to activity of the company, but they're not intertwined, because identify whether words, sentences, or the context is negative or positive. There have been huge advancements in when people are reading an article or watching a video, technology that have made tracking easier, and so one of the big trends in public relations over the last couple they can click directly and go to the brand itself. Especially when it comes to platforms like WeChat, people are finding that content and sharing it. It could be part of an affiliate program, or it could just be a straight share. So, referrals and conversions on a website or through a commerce store are a of years and going forward will be the ability to track in real great way to track the flow from the original article, video, infographic, or meme that's online through to the different time what people are saying. This is the whole essence of referral channels, through to the website, and then to the what is called social listening. On the PR side now, for measurability, at the beginning conversion itself. of a program, ask for the client's web traffic, the sources of traffic, and the amount of time and pages that they view. The goal of public relations is to drive people to a website or app or to find some way to monetize content, so when someone actually makes a conversion to the product, if there's a referral code, a promotion code, or if someone's come from a gated website, it's possible to track the impact of PR. The next element is customer care and response times. People often see public relations as being upfront, but what happens after the purchase is just as important as what happens before it, more so now because people can rate and share their customer experience. TripAdvisor and Trustpilot showcase the reviews not only with that company, but also with the wider community and the public to guide possible buyers on whether they should make a purchase as well. Response rates and response times are part of the post-purchase service that will be evaluated online. Paul Hourihane of ReMark APAC talks about the six elements of the customer promise and the need to deliver on that promise. If somebody has read and seen a glowing review but their own experience is not good, then they're likely to have this big disconnect. If they're pushed hard enough, they could make noise on social media. For traditional definitions of social media, there are likes, comments, retweets, and these are the individual engagement metrics. With reports from Twitter, Lately, Zoho, Hubspot, or any other platform, they will display the comments and retweets around a particular comment or post. Awareness, which are the impressions and reach, is slightly different. An impression is how many times a post shows up in someone's timeline, while reach is the potential unique viewers a post could have. This is normally made up by the follower count plus any accounts the post was shared with. It's like a multiplier effect, which is why impressions are lower among of the two. Impressions are how many times something appears to someone, while reach is how many times it could have appeared, and naturally, posts with high impressions and great reach are Account mentions, especially organic ones, are really helpful desirable. because that symbolizes traction and engagement. Post engagement rate is the number of engagements divided by the impressions, so a high rate of engagement means that many people find it interesting. Also, look at the quality of your content. With the help of AI, Headliner and Lately are a few of the many tools available that can generate headlines and content. Measurements of engagement, post impressions, and reach are great, but in a way, they are only the outcomes. With EastWest PR's Active Communications Index(ACI), you have the inputs, a comparison, and the absolute number. The objectives of the ACI is to analyze how many pieces of content have been created, how frequently they're being issued, and over how many channels. While it's good to measure engagement, you also want to know how productive the company is and how effective the public relations strategy is. The ACI lets people compare their activity against other companies of a similar size. With SPEAK|pr, the hope is that the customer goes from ignorance to evangelism. The conversion of people from being unaware of a brand, company, product, or service to turning them into evangelists is the goal, because they then become then of the company. This tool is currently being developed to help determine where audiences are in this five-stage process from ignorance to evangelism. Often, companies have no real view on where they are at with their different audience groups(which are the internal, external, and partners) and the different avatars within those audience groups in terms of awareness. Especially in international marketing, a company may be very well known in one market but completely unknown in another, yet they apply the same messaging across all markets. So in order to deliver appropriate messaging, it's essential to understand what people currently know about you, not just external, but also your partners and your internal. With this new graphical representation driven by the data that people put into it, it will show people where their company is at based on the five stages and give recommendations on the kind of work that they can do to Storify, Personalise, Engage, Amplify, and Know their public relations program. The biggest trend in public relations in the last decade has been around its digitalization. The next decade is going to be about measurement, because with the data available, the performance of PR can be measured. Social listening even enables you to measure how people feel about companies. With the ACI measuring productivity and helping people understand where their audiences are on the journey to becoming evangelists for your business, hopefully these metrics will cause a shift in thinking of public relations not as just a press article or an event, but a core part of the business strategy, because what can get measured can be improved. And if it's being improved, it will help the performance of the business, because public relations that's measured and managed will contribute to the bottom line.