In any marketing campaign, it is important that your team sets goals before you measure success. In creating goals, look first to your business goals. This should be done from the first meeting with your public relations or marketing agency. Your agency should provide you with results on a daily, weekly or monthly basis, depending on the structure of your agency/client relationship.
- Measure media with quality not quantity or AVE
- Understand how others change as a result of PR gained
Success, should not be based on the number of:
- Press Releases
- Byline Articles
- Meetings/Interviews
- Even Opportunties missed
- Mentions
- Likes/Follows
- Speaking engagements
- Events
- Awards
- Article tone
- SEO Ranking
- Blog responses
- Competitor Comparisons
Success should instead be based if your business objectives are being met.