From marketing managers to sales teams to the C-suite, many stakeholders feel the benefits of successful PR campaigns—and use the metrics that measure success to adapt business strategies or make more data-driven decisions.
However, almost half of B2B marketing managers claim that determining real business contribution levels from PR agencies is a difficult task, a recent IBA primary research study found.
For some PR agencies, a high volume of “media engagement” is the most important consideration when measuring PR success, although others—such as SEO benefits, coverage breakdowns, and messaging pull through—are more effective.
Media engagements simply entail a conversation or email with a journalist, and they do not make measuring PR performance or spend any easier for marketing managers or the C-suite.
In fact, 41% of marketing managers said they find their public relations agency to be overly focused on achieving media engagements rather than securing quantifiable content placements, IBA’s research discovered.
As for securing actual coverage, many PR agencies are too dependent on familiar media contacts for their placements, the research also indicated: More than one-third of marketing managers experience coverage in the same small selection of media.
Much more can be done to measure the success of media campaigns, and the following three metrics can help organizations successfully measure their PR output.