When initiating client relationships, Rosica identifies goals and KPIs to ensure success. We work with our client-partners to establish benchmarks and employ several methods for gauging PR’s impact on an ongoing basis.
Central to measurement is the Internet, with its capacity to leverage public relations content and earned media placements. Rosica’s experience and previous ownership in a digital agency enables us to generate results through integrated marketing communications (repurposing PR content and placements) to support content marketing, SEO, social media marketing, email marketing, thought leadership development, and online reputation management. With Rosica’s Thought Leadership IndexTM — the only tool of its kind in the PR industry — we can now track all factors constituting thought leadership.
Here are the measures we can track over time:
- Website traffic in relation to key media placements
- Website conversion rates (likely requires modifying CTAs on your site)
- Number of inbound links from powerful, credible media websites to clients’ sites (imperative for SEO)
- Number of searches for our clients’ names online
- Sales/revenue growth generated from our work repurposing media coverage
- Number of media placements, which build credibility and thought leadership
- Content creation (volume, relevance, quality, SEO value) for use in content marketing programs
- Number of social media followers and social engagement (i.e., comments, shares, likes, reposts, etc.)
- Audience awareness and perception (we utilize a third-party research company to measure brand awareness)
- Quality and number of relationships we help build with media and industry analysts
- Email open rates
- Blog and online media lead generation to your site
- Key messaging dissemination/inclusion
While PR is a potent content generation tool that supports SEO, social media marketing, and online reputation management, it does not always generate direct ROI. Through our SalesSmart PRSM practice, however, we re-purpose and leverage earned media placements and content to achieve your business objectives. The key is to utilize PR in unison with SEO, content marketing, and social — then measure the impact.
Please contact us to discuss a customized measurement approach that fits your needs.
