Building an online presence the main goal for PR departments
Online coverage has taken over traditional news sources to become the main barometer businesses use to measure the success of their public relations efforts, according to a recent study from PR Newswire. The company has analysed the way businesses are measuring the success of PR avenue, finding that online coverage is the most popular (83 per cent),…
Online coverage has taken over traditional news sources to become the main barometer businesses use to measure the success of their public relations efforts, according to a recent study from PR Newswire.
The company has analysed the way businesses are measuring the success of PR avenue, finding that online coverage is the most popular (83 per cent), while online visibility also ranked highly in the study (82 per cent).
Print coverage also scored well, taking third place in the study with 79 per cent of respondents. The same number also indicated they were measuring in social media engagement.
In terms of how companies are measuring the reach of their efforts, social media was the main avenue (67 per cent), followed by social mentions and shares (64 per cent). Other important metrics for understanding an organisation’s performance included web traffic, earned media and click-through rates.
Eva Rohrmann, director of solutions and channel marketing at PR Newswire, suggested that businesses were responding to changes in the way their business operates.
“While the choices reflect that multi-channel programs are growing, their adoption rate is not consistent with the daily emergence of new channels,” Rohrmann said.
“Communications professionals must differentiate, vary and expand their channel strategies to take their message further and reach their target audience.”
On top of tracking the different metrics which companies are using to manage a PR department, companies are also seeing a convergence of PR, marketing and advertising. Of those surveyed, 40 per cent feel that their PR efforts are very aligned with marketing campaigns, while a further 55 per cent feel these two are aligned or moderately aligned.
This combination can take many forms but the most common features are that all of the involved departments coordinate on joint campaigns and have shared key performance indicators.
With PR recording such a substantial shift towards digital channels, having the right support and personnel in place to support this movement is going to be crucial.
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