How To Measure Success

The current climate of uncertainty, provoked by the COVID-19 pandemic, has led PR teams to rapidly respond by designing and implementing alternative strategies.  While it is a time when flexibility and adaptability are essential for businesses to continue performing at its best capabilities, it is even more essential that PR teams can provide measurable results and a positive ROI. 

When analysing the role of content in the decision-making process, it is common to hear in the PR industry (and backed by different studies by measurement companies like Nielsen), that PR is approximately three times more effective than advertising. Through storytelling, PR professionals engage with target audiences with relatable experiences, connecting emotionally and getting them to engage, provoking the decision-making process while also creating a memorable brand experience. Providing a strong added value to organisations, it is important that the right measurement tools are implemented for PR teams to make a case for their activity. 

Why is measurement important?

Internally, measurement indicators provide a form of evaluation, which is necessary, not only to provide tangible results, but to continue to improve the work being accomplished, helping teams understand what aspects of the PR activity have worked best and which have not been as successful in order to learn ‘best practices’.

Externally, measurable, clear and relatable results will provide the board/C-level executives with a clearer picture of your business’ performance and help you prove the value of PR in reaching business objectives, more likely leading to a greater strategic involvement.

How to measure your success? 

PR professionals often struggle to track the impact of their work. However, there are plenty of measurement tools to calculate return on investment and therefore prove the success of the PR activity undergone. 

Press Coverage 

Quantity
One way to keep track of the impact of your news stories is by monitoring the amount of press clippings that mention your company or products and services. A high volume of coverage in target media outlets will suggest that your PR activity is successfully raising awareness around your brand and messaging shared. Your success here can be measured by comparing coverage figures from the previous month and to compare yourself with the coverage volume generated by your competition

Quality 
Whilst volume is important, quality matters. To be able to provide an objective measurement of success, it will be essential to analyse how effective the coverage is in terms of whether the outlet that has picked up your news is reaching the right target audience, the size of the coverage piece in contrast to the other articles on the same publication, whether the piece is sharing the right key messages as well as its sentiment (i.e. Is your company being portrayed in a positive light?). Whether the piece has a cover mention or if it has been sold as an exclusive, will also be worth accounting for to show the efforts put into obtaining the piece and increasing its relevance

Social Media 

Press coverage impact
With the rise of social media, it is common to see press articles being picked up on social media where users share and react to the information. There are several ways to measure these reactions, including the number of influencers mentioning your brand; the sentiment of the messages being shared and their tone of voice

Brand engagement
A rise in positive social media conversations and engagement with users will reflect a successful PR strategy. In the case for social, often quality comes before quantity and this comes in the form of the right community picking up on the conversation around your brand. Are the influencers picking up the conversation the right brand ambassadors? Is the conversation engaging with the right community? Is the conversation driving your social media presence? All of this will have an impact on your following and engagement figures

Lead Generation

Website traffic
PR activity will often include calls-to-action and possible link-building in copywriting. As a result, an easy way to measure the effectiveness of your work is the traffic your website receives. You can measure the traffic before and after launching your company’s news and track the results. 

Collect Sales Leads 
To learn if your PR efforts have influenced your clients’ decision-making and triggered a sale, pick up the phone to ask new customers how they heard about your company and its offerings and engage in a conversation.

Customer feedback

Surveys
For product launches or bigger brand awareness work, it can be interesting to have metrics around the awareness of your brand/product before and after your PR activity has been implemented. These can include both qualitative and/or quantitative analysis and will both help you obtain measurable results.



For any PR activity to be effective, a combination of clear objectives, achievable goals and measurable results is essential. The role of a good PR agency is to guide you through the journey by helping you define what it is that you want to obtain, keep your feet in the ground in terms of what can be done and what cannot, as well as suggest the best solutions to reach your goals, and provide a strong set of results, being transparent enough to raise their hand when they do not anticipate a story will get the expected coverage volume. Bubble Agency is made up by results-oriented professionals that will provide the right advise and strategy to help you implement and measure your PR activity.  

If you are interested in learning more about measuring your PR and Marketing results and about how Bubble Agency can assist in driving successful results, please email: hello@bubbleagency.com

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A Few Kind Words...

Catherine Watling – Visual Data
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The Bubble team have been fantastic and the quality of the work is always exceptional – even at short notice. Our work with Bubble has produced some of the best coverage we have ever had!

Mark Forth – CVP
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Working with Bubble has been integral to a rapid improvement in the delivery of our PR and communication strategy. The entire Bubble team are always friendly and professional as well as knowledgeable and well-connected. A real joy to work with!

Nik Forman – Masstech
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Bubble are a great bunch to have on your team. The whole staff combine high degrees of professionalism and diligence with an impressive depth of industry knowledge and reach, all delivered with huge fun and energy.

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Since working with Bubble, we have been able to target key industries and sectors in a much more strategic way, which has been instrumental the growth of our business. Bubble is an invaluable part of our team and is really helping us to drive our business presence forward both through PR and at trade shows.

Charlotte Wheeler – The Media Production and Technology Show
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Bubble Agency has worked with The Media Production Show for the last few years to provide exhibitor PR to clients and show PR to the wider industry press. We have always been impressed with their professionalism, the ability to tun around requests quickly and run our PR Lounge to a high standard during the show.

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Bubble Agency is made up of hardworking, passionate and caring professionals. They have great knowledge of the PR world, true specialists in the broadcast and video industry and they always have great ideas to increase our exposure.

Bob Boster – Clear-Com
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Brian Clark – NEP UK
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They're a nice, easy, straightforward, honest company to deal with.

Jon Finegold – Signiant
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As Signiant’s core market is M&E, Bubble has proven to be the perfect agency for us. They understand our market and are well-connected with the key influencers, publications and events in the industry. Day-to-day they are always on top of every detail and are a joy to work with. They are, after all, Bubbles.

Kimberley Zajicek – PHABRIX
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The Bubbles are highly knowledgeable, reliable and have become an integral part of our team. Their winning combination of industry passion and communications expertise has generated a significant increase in our media presence, both in print and online.