Master PR Measurement:

Understanding the impact of public relations (PR) is a challenge that has perplexed marketers for decades. Despite advancements in technology, many startups still struggle with effective PR measurement. Richard Bagnall, a global leader in PR measurement, sheds light on navigating this complex landscape, especially for startups with limited resources. In this interview, he emphasizes the importance of aligning PR efforts with organizational goals, using appropriate metrics, and avoiding the common traps of focusing too much on vanity metrics.

Why Measuring PR Is Challenging

Why is PR so difficult to measure? Despite the long history of PR, measuring its effectiveness remains elusive for many. Traditional PR measurement focused too much on “counts and amounts”—tracking media mentions and column inches—without linking these metrics to actual business outcomes.

The Pitfalls of Focusing on Vanity Metrics

One of the key takeaways is the danger of relying on vanity metrics, such as Advertising Value Equivalents (AVEs) or the sheer volume of media coverage. These metrics do not capture the true impact of PR on an organization’s objectives. For startups, where resources are often limited, focusing on these metrics can be particularly misleading. Instead, startups should prioritize metrics that align with their business goals.

Aligning PR with Organizational Goals

PR measurement should start with understanding the organization’s objectives. Here’s a simple yet effective framework: Outputs, Outtakes, and Outcomes.

• Outputs: These are the immediate results of PR activities, such as media coverage or social media mentions. While these are easy to track, don’t overemphasize them.
• Outtakes: This refers to what the audience thinks or feels after being exposed to PR content. This could be changes in perception, awareness, or attitudes.
• Outcomes: The most critical metric is what the audience does as a result of PR activities. Did they visit your website? Sign up for a demo? Purchase a product? These are the metrics that truly matter.

It is also important to set SMART objectives—Specific, Measurable, Achievable, Realistic, and Time-bound—to guide PR efforts. By doing so, startups can better evaluate the effectiveness of their PR campaigns and make data-driven decisions.

The Role of Technology in PR Measurement

With the rapid development of technology, PR measurement has evolved significantly. Tools like Google Trends and other search trend analysis platforms can offer valuable insights into public sentiment, which traditional media monitoring might miss. Understanding what people are searching for online provides a more authentic glimpse into their concerns and interests.

For example, during the COVID-19 vaccine rollout, Richard Bagnall’s team used Google search trends to understand public concerns in different countries. They found that in places where government messaging was conflicting, there was a significant drop in vaccine uptake. This example underscores the power of combining media analysis with search trend data to gauge the real impact of PR efforts.

Why Startups Shouldn’t Obsess Over Share of Voice

A popular metric is Share of Voice (SoV), which measures a brand’s presence in the media compared to its competitors. While SoV can be useful for mature companies,  startups should not prioritize this metric. Instead, focus on metrics that directly relate to their specific objectives. For a startup, what truly matters is not how much they are mentioned in the media compared to others, but how effectively their PR efforts drive business results.

PR Measurement Tools for Startups

For startups with limited budgets, start with cost-effective tools like Google Trends to understand public sentiment and simple media monitoring tools. Richard advises against investing heavily in expensive tools unless the startup has a large volume of media coverage to analyze. For those who need more advanced tools, he suggests exploring platforms that offer AI-powered analytics, which can provide deeper insights without breaking the bank.

The Future of PR Measurement

Looking ahead, Richard predicts that the focus will shift further away from traditional media content analysis to more meaningful metrics that reflect audience behavior and outcomes. With the rise of AI, there will be an explosion of content, making it even more critical to focus on what truly matters: how PR efforts influence audience actions.

Conclusion

Richard Bagnall’s insights offer invaluable guidance for startup marketers struggling with PR measurement. His advice is to focus on outcomes rather than vanity metrics, leverage technology smartly, and align PR efforts with business objectives can help startups achieve more impactful results. As Richard puts it, “No one wants a busy fool.” By measuring what truly matters, startups can ensure their PR efforts contribute to their overall success.

Startups need to get the message out — and communicate it as loudly as possible. Firebrand’s PR experts have a proven track record of raising awareness and building demand.