There are several methods to measure PR results. The simplest way is to count clips. A method that has never really satisfied. The value of the earned media was considered as if it were paid media. Then we have the AVE method (Advertising Value Equivalent). A method of messages, articles and messages that are then valued according to the media rate card. And then that value was also increased by a factor to increase credibility. This proves that this approach does not really cover the needs. Yet the AVE system is the alternative for marketers over the other methods.
Is a standard system possible that can be used in many industries?
No, that is not possible, but experience has shown that there are factors that can generally be used. We would like to present these factors here.
Benchmarking
Benchmarking is a powerful instrument for learning from each other, improving your own business processes and ultimately surpassing your competitors. Collecting information, analyzing data, comparing and implementation are the steps in benchmarking. There is also another side to benchmarking. During the evaluation, information is released, which can also be a breeding ground for PR messages and programming.
Earned media, CPG and Google Trends
The information resulting from earned media is very useful, but less so for CPG (Consumer Packaged Goods), the items that are consumed daily by consumers and that need to be routinely replaced or replenished, such as food, drinks, clothing, etc. Moreover, the competition in these sectors is so great with a high degree of market saturation that consumers can easily switch and therefore show less brand loyalty.
Google Trends benchmark can also be supportive. Google Trends analyzes a sample of Google searches to determine how many searches were performed in a given time period.
Surveys
If you outsource market research, it can easily account for more than 10% of the PR budget. And that is already for a one-off survey, while it is important to conduct surveys regularly. Such as Market Research, which monitors your brand, tests your ideas or surveys your target group. But Customer Experience (CX) also allows you to reach customers where they are, discover insights and share experiences within the organization to enable meaningful, fast action. This does not require that much financial investment, because SurveyMonkey offers free survey options. It is important that you ask good questions, with one answer and not too many questions, otherwise people will quickly drop out.
More than just numbers
Evaluations mainly involve showing and processing figures. That in itself provides direction. But those figures must be related to the intangible matters such as brand reputation, brand visibility, corporate reputation and the other objectives set. This combination of figures and intangibles together provide better insight.
Look at the measurement that the relationships do
Within PR there is always measurement. Developing a PR program based on your own measurements alone is actually insufficient. That is no longer necessary, because the internet is full of stakeholders who also have an opinion about the brand. Therefore, also use this information from journalists, bloggers, influencers and forums. This free information can support and also influence the PR program.
Marketers have committed to being data-centric and quantifying every spend.
The Holmes Report once stated, “the value of measurement is to alert us to the vulnerabilities of reputation and relationships so that we can work to strengthen them and maximize business value.” This means that it is extremely important for a PR program that business results are improved by influencing the attitudes, opinions or behavior of customers.
