The Importance of Measurement in Public Relations

In order for business activities to help an organization achieve the desired goal, they need to have well-defined KRAs (Key Result Areas). Public relations (PR) is an essential component of an organisation’s vision. When an organization embraces an effective public relations strategy during the branding journey, they’re able to drive change across the entire organization.

As the organisation discovers and builds on its own set of narratives, public relations activities are stitched stronger. Well-crafted stories and articles are published in the media to establish effective brand engagements with target groups. To drive results, organizations thoroughly map their stakeholder requirements and then plan a phase-wise approach to leverage multiple media categories to communicate the right messages.

Organizations need to understand how to capture the narratives of competitors, industry professionals, and other relevant stakeholders.

The dynamic nature of the media sector makes it crucial, to create a method to capture essential information that is spread across the web on social media, digital publications, and more.

Since enormous amounts of data are generated every second, organizations need a documented strategy to tracking the impact of unique long and short-tail keywords on day-to-day communications, in order to drive performance on search-focused campaigns.

The earlier information helps summarise the importance of organizations having the ability to track, compile, measure, and meticulously analyse the impact of public relations activities. Mapping this workflow not only ensures an organisational best practice but also helps combat potential threats to brand reputation if a negative story were to widely spread across the general public.

Annual business plans are effectively mapped alongside public relations activities to be delivered. Measuring the impact on each line of business (LoB) requires keeping a yardstick on the investments. This helps the organization effectively allocate funds across each business unit.

Translating the company vision into effective content that resonates with the target audience requires immense research and comprehension. Therefore, organizations need to create a corporate communications research desk to coordinate all activities across each line of business.

As the organisation seeks to enhance audience engagement and influence stakeholders, precise and timely information on the authenticity and the source of the information is perhaps a vital part of compliance and a corporate communications best practice.

With effective media measurement tools, corporate communication teams can also leverage real-time trends and tailor their messaging accordingly. By tailoring messages to the specific needs of each audience, they can achieve significant success.

By using extensive digital marketing techniques such as content marketing, corporate communications departments are often required to justify public relations activities against paid media. With an ever-evolving organisational mandate on the KRAs, the need for an efficient measurement tool that captures the full picture of campaign performance and delivers a bird’s view on the stories is inevitable.

To stay indemnified in your corporate communications, stay secured with an apt measurement dashboard.

Rachana is a communications professional devising narratives for brand, leaders and enterprises.