How To Measure Your Media Relations Success [INFOGRAPHIC]
Media relations isn't a perfect science. Your results aren't always perfectly quantifiable. At the end of the day, good media relations will result in conversion and, in turn, revenue--but how do you measure the success of a specific media campaign?
There are a few ways that you can gage the success of your media campaign.
You can measure the number of placements your campaign lands to get a sense of how well the press received your story. Keep in mind, though, that the effectiveness of your placements will rely on the size of the publication's readership and on the relevancy of your story.
That's why it's important to target relevant publications. For example, if your campaign targets a specific age group, you'll want target publications with a large readership in that age group. This is common sense, but sometimes it may seem like a good idea to reach out to every publications possible when really you'll only be wasting time and resources. Instead, spend your energy on crafting an interesting, noteworthy story that will appeal to publications.
2. Ad Rates
This method is less accurate than the other, as it involves guesswork. You can try to guess how much someone would have paid for and compare it to how much you paid. For example, Facebook ads works on both a cost per click and cost per 1,000 ad views basis. Studies showing how much x amount of money will get you with Facebook ads, like this one done by Buffer, can give you an idea of how much companies are investing in ads.
3. Web Traffic
This is a great way of seeing how successful your campaign was. You should monitor your site's daily, weekly and monthly traffic to determine when traffic spikes and when it dips. If your site's traffic spikes the week a campaign goes live, you'll know your campaign succeeded in driving traffic.
Tools like Mixpanel will help you measure your increase in traffic and will offer you a percentage to work with. Percentages like this make for great success stories to share in a blog post or with clients in future story pitches.
Tell A Good Story
Remember, you want your campaign to be multifaceted so that it carries across multiple channels. Take the time to find the interesting and human story in your product or service and use that to drive your campaign. When possible, make infographics, videos, and other multimedia content that people can share easily on their own sites and social media pages.
Here is a quick reference infographic summarizing the 3 ways you can measure your media relations success.
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