PR Measurement Programs In The Digital Age

developing a public relations measurement program in the digital age

Find Out What Truly Matters To Your Brand

We live in a world that focuses on data and metrics. We like to know exactly what we’re paying for and how it’s benefiting us, which is why developing a good public relations measurement program is important. Measurement is more than simply counting likes, follows and impressions; it’s about finding what truly matters to your brand and then measuring your PR program’s effectiveness.


Start Your PR Measurement Program

  • What Should You Be Measuring?
    Before you start your PR measurement program, decide how measurement intensive you want to be. Do you want to keep track of basic data like impact, or do you want to show exactly how your efforts are translating into sales and awareness?
  • What Is Most Important To You And Your client?
    Create a clear list of the goals for the PR program and refer back to them continuously. Once you know what your goals are, decide how achieving them will impact and benefit your business or your client. By developing an outline of your goals and objectives, you will be able to focus on the data that is important.
  • What Type of Data And Information Are You Tracking?
    With your goals in mind, you should find the best measurement framework. Concentrating your search on the specific data that shows how your PR program is performing will create a strong foundation for measurement.
  • How Are You Collecting Data?
    Are you using a data collection system? Will you be collecting the data? Decide which method of data collection will work best for your PR program and modify it to meet the program’s needs.
  • How Are You Analyzing The Data You Collect?
    There are many types of analysis. Computer systems and software can help you measure various factors. You can also have an analyst interpret the data for you. When defining your system of analysis, remain focused on your goals and measurement framework. Concentrating on your objectives will help you analyze the data that is important for your PR program.
  • How Are You Presenting Your Findings?
    Knowing your audience is an important component of public relations. When presenting your analysis and data, develop a presentation strategy that will communicate your findings to your audience in a way that is easy to understand. Use graphics to illustrate your results.

Once you’ve collected, analyzed and presented your data, return to your PR measurement program to develop new or revised strategies. By continually improving your measurement program, you’ll be able to create effective and successful PR programs with demonstrated results. And the more you can demonstrate results for your clients, the less “intangible” PR measurement becomes and the more “tangible” your value will be to your clients.

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