These 5 PR Metrics prove your ROI
82% of PR professionals find it challenging to measure and understand the outcome and ROI of their campaigns.
On that note, here are five key metrics that prove the ROI of you PR, and how to track them automatically, using AI.
1. Reach
Reach estimates the total amount of impressions generated from any published content. For example, reach can refer to the number of views on a YouTube video or the number of subscribers of a podcast show.
Reach can be divided into passive and active reach; the former relates to the total amount of followers or subscribers. For example, a channel with 4 million subscribers is considered to have a high passive reach. Active reach is the number of times an audience views or listens to a piece of content – for instance, the number of views on a TikTok reel or the number of listens of a podcast episode.
Why is reach important?
Reach helps you understand if you’re getting through to your target audience, which is key for brand awareness and top of mind.
Reasons to measure reach:
Understand if you’re getting through your target audience. You can have the greatest content in the world, but it can’t work its magic without reach.
Assure ROI. Different channels and shows generate different reach exposure. Comparing content and channels give you essential insights that help your company expand.
Benchmark against competitors. How many people did you reach through your latest marketing campaign compared to your competitors? Measuring reach gives you actionable insights into your position on the market and its financial worth.
PR Playbook. What type of content spreads fast, and what gets no attention at all? Tracking reach for all activities will give you a PR playbook of what works.
Here’s we help you track reach?
We track reach by automatically analyzing the number of impressions and the number of people reached through each mention. We also measure the financial worth of all publicity. Read more about PR-value here.
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2. PR-value
PR-value is one of the most efficient ways of measuring the ROI of your communication. It translates the outcome of PR activities into monetary value.
PR-value conveys the financial value of reaching the same audience through paid advertising thus making it easy to measure and compare the ROI profit of paid, organic, and earned media.
Why is PR-value important?
Studies show 82% of communication professionals find it challenging to track the ROI of their campaigns. PR-value gives you hard data on the value of your communication impact, which makes it possible to calculate the ROI for earned media.
Reasons to measure PR-value:
Showcase communication impact. PR-value shows direct results on communication activities and makes it easy to showcase impact.
Compare and improve. Comparing the PR-value for different campaigns, channels, and content gives you actionable insights for improving communication impact.
Work proactively. By measuring PR-value you can keep track of progress and understand what works, and what’s in need of a different strategy.
Optimize your media mix. By quantifying the financial impact of your earned media, you can compare it with the effects of paid media, and find the optimal mix of paid and earned channels
Here’s we help you measure PR-value?
We measure PR-value using unique AI and machine learning. We automatically transcribe millions of mentions into reliable data.
The formula used for calculating PR-value is multiplying reach, CPM (advertising cost), and a PR-factor.
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3. Share of Voice
Share of voice is a metric that allows companies to measure how much exposure their brand gets in relation to competitors, a topic, or the addressable market.
Why is Share of Voice important?
By measuring share of voice, you’ll get actionable insights on your position in the market, and in relation to your competitors. By continuously tracking share of voice you'll get actionable feedback on whether your PR activities are having an impact, and if you’re reaching your target audience efficiently.
Reasons to measure Share of Voice:
Brand awareness. The key to building brand awareness is reach and frequency. Your brand’s share of voice is a key indicator of whether you’re getting through.
Improve ROI. Different media types and channels generate different exposure and level of engagement. Comparing how different content, channels and activities affect share of voice will give actionable insights that help you plan your PR-strategy.
Benchmark against competitors. Keep track of your competitor’s media exposure and industry conversations.
Here’s we help you measure Share of voice
Measuring Share of Voice used to be a time-consuming hassle. At All Ears we’ve automated the whole process. With a few simple clicks you get the full picture. You can compare the percentage of your media exposure between different channels and topics, or against competitors, allowing you to determine your market position.
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4. Sentiment
Sentiment conveys how something is said. It is a metric that lets you explore the context and tone of voice used in any relevant mention. All Ears divides each mention into three different categories; positive, negative, and neutral.
Why is tracking Sentiment important?
All publicity might not be good publicity, however, finding out both about positive and negative mentions is always beneficial. Keeping track of everything that is publically spoken lets you optimize organic media, capitalize on social selling and prevent a PR-crisis by responding fast to criticism.
Reasons to analyze sentiment:
Understand your target audience’s opinions. The outcome of your communication efforts is always impacted by people's opinions. By tracking sentiment you’re always up to date.
Improve customer satisfaction. By tracking sentiment you gain actionable insights and organic data of how your target audience perceives your brand, in real-time.
Show that you care. There’s a difference between conversation and communication. Show consumers that you’re listening to them by responding to all feedback.
Decrease churn. Decreasing churn rate is five times more cost-efficient than acquiring new customers. Thus, understanding the feedback of your target audience both improves customer relations and financial outcomes.
Prevent a PR-crisis. The social media landscape moves fast. Bad press can disperse quickly, and possibly reach millions of people within minutes. By real-time monitoring, you can act fast when it really matters.
Find promoters and new collaborations. Monitoring sentiment is just as important when it comes to highlighting positive mentions. Find ambassadors or influencers for collaborations, promote positive reviews on your website, and track company progress.
Here’s we help you measure sentiment
We measure sentiment by automatically analyzing and categorizing every mention as positive, negative, or neutral. Our AI transcribes speech and analyzes context, related keywords, and tone of voice, so we can deliver in-depth sentiment reports that are easy to understand. Through the reports you get the chance to track sentiment over time, zoom in on the sentiment of each mention and get a clear overview of the emotional response of your publicity.
Check you sentiment today
5. Topic analysis
Topics is a metric for understanding which subjects are related to your brand, and your industry. It let’s you understand the full picture of your company’s media presence, and in what contexts you are mentioned.
Why is analyzing Topics important?
What type of trending topics are associated with your brand? What is the scope of your industry, and in what contexts is your company mentioned online? All Ears automatically analyzes the topics related to your brand, your competitors, or any other subject of interest.
By analyzing topics related to your brand you get the full picture of your company’s media presence, and in what contexts you are mentioned. Understanding what your target audience associates with your company is important for establishing credibility and consistency, raising brand awareness, and locating new prospects.
Analyzing topics is also an efficient way of tracking trending subjects in your industry, or in the world at large. For instance, staying on top of the latest TikTok trends, or following the development of viral content, lets you understand consumer behavior and ultimately optimize and personalize your PR.
Reasons to analyze topics:
Brand positioning. Being consistent with how and where your brand is seen is key for building trust and raising brand awareness.
Zoom out and get the full picture. Manually sifting through the immense amount of data is impossible today. All Ears automatically categorizes all publicity into relevant topics, so you can zoom out and get the full picture of all subjects associated with your brand.
Follow viral content and emerging topics- Global trends affect how we think, act and consume. Staying informed on trending topics means staying connected to your target audience.
Here’s we help you analyze topics:
All Ears analyzes topics by cutting edge AI within the field of NLP (Natural Language Processing). Our technology automatically transcribes millions of mentions into reliable data and divides them into relevant categories. This lets you get a clear overview of which topics and contexts your brand are most connected to, This gives you feedback on whether your message and brand positioning is getting through, for example if your brand is mentioned in connection with topics such as sustainability and innovation.
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