Proving ROI lies at the heart of any communication budget. All communicators know this, but too many overlook how to communicate results based on clear data that leadership across the organization can understand. Using data to show—not just tell—executives how your communication strategy impacts the overall bottom line is increasingly important.
As PR has evolved, we now have the ability to measure our efforts like never before. The good news is it’s easier than ever to clearly demonstrate the actual impact and business value of your company’s communications. The other good news is this shines the spotlight on the communication professional, allowing them to fully show their importance to an organization.
So, how can you rise to the top in clearly communicating your impact to senior leadership? We see the following five fundamental principles demonstrated time and again by successful PR leaders.
1. Establish KPIs and stick to them.
The first step to be able to effectively communicate results to the leadership of your organization is to develop—and stick to—a consistent framework built around the KPIs critical to your business. Tie your reporting to company goals and initiatives.
What are those KPIs? The metrics you choose will vary depending on the nature of your business, but think about how you can quantify your efforts and your results. That includes metrics on both your outreach and your coverage.
Use metrics to show attribution for specific coverage; track which articles send the most traffic back to your site, and how that traffic performs. How many sales opportunities were created and won as a direct result of your coverage? Include reporting on impact on SEO results, growth in organic web traffic, and social amplification. And be sure to report on the quality of your coverage—that includes tonality and sentiment,...
This content is available to IABC members only. To continue reading, log in below.