27 Nov Three Key Performance Indicators that should guide your PR decision-making

In business, we often think in terms of Key Performance Indicators. Revenue growth, profitability over time and income sources and stability are but a few of these. Companies track KPIs to ensure the overall health and success of the business. In a similar fashion, public relations professionals monitor indicators to ensure the continuing health and effectiveness of communications programs.

There are many PR KPIs, more than a dozen legitimate ways to measure your efforts in public relations. But some of these are clearly more important than the others. So what three key indicators should you be monitoring for your business?

Coverage and Reach. Public relations is more than media relations, but earned media is still at the heart of any strong communications program. You should be able to track the amount of earned media coverage you receive on a monthly basis, and you should know viewership (or readership) for each piece of coverage.

Digging deeper, strong public relations reporting will enable you to understand Share of Voice, so that you can see how you compare to your competition in the public sphere. Many companies only receive positive earned media coverage, but for those working in more controversial fields, it will be important to note the tone of coverage as well. Those corporations should endeavor to create positive media coverage whenever possible, and to maintain a positive media environment and working relationships. Both will serve them well when the inevitable crisis hits.

Social Media Engagement. Social media is, by any standard, a necessary pillar of a 21st-century communications plan. Your company needs to be involved in all four of the foundational social media platforms, Facebook, Linked In, Twitter and Instagram, and should have a clear understanding of the audiences for each. Tailored platform-dependent messages should be crafted for each. Strong social media plans create organic, steady growth and increasingly engaged audiences.

When developing a social media plan, it’s not enough to share articles or blogs. Strong social media engages the reader with graphics, gifs, and even short video. Savvy companies stay on top of trends and are active in the national conversation where appropriate. You should note the kinds of posts that drive shares, likes, and comments, and build your calendars around them.

Domain Authority. In today’s business world, if you’re not on the first search page, you’re invisible. We work with a number of clients to drive Search Engine Optimization (SEO), and job one is earning high Domain Authority in all placements. It’s said all the time, but it’s still true – content is king. But placing this content, usually in the form of blogs, on sites with high domain authority? That’s what gives the King his crown. There can be exceptions – some niche sites that may be very important to your business from an audience standpoint can have low Domain Authority – but finding strong landing spots for your content is vital to increased visibility for potential customers.

At NSPR, we help clients navigate the communications and marketing jungle, and we do it with a smile. To learn more about how we can help your business stand apart from the competition contact us at 813-865-3093.