Ways to measure results of Orlando PR agency
Investing significant funds into a PR firm Orlando, it is vital to have an opportunity to assess their success at the end of the day. In some ways, it is more difficult to do this in comparison with marketing and advertising campaigns but not impossible. First of all, it is important to identify the objectives of the PR campaign by the Orlando PR agency and then track corresponding metrics. The most important among them you can see below.
Brand name mentions
The number of brand name mentions defines how often your company name or any other related word has been mentioned on the social media platforms within a particular period of time. In terms of traditional media, it is essential to monitor the number of press clippings mentioning your brand or goods and services. Numerous mentions in target media outlets and social media prove that your PR program has improved your brand awareness and made the public discuss your goods, achievements, actions, etc.
Public perception
In terms of PR measurement, it is important not only to monitor the number of brand mentions but identify whether they are positive, negative, or neutral.
In preceding times, you could just guess what the audience felt about your brand. However, today, with modern tools, Orlando PR agencies can accurately track public perception. They are able to analyze language and emojis used by people in the comments and discussions to reveal the positive, negative, or neutral sentiment. If positive sentiment prevails, it is a sign of good public perception and a successful work of public relations firms Orlando. On the other hand, if negative sentiment predominates, it demonstrates bad public perception. In this case, you should quickly respond, updating your PR strategy correspondingly.
Engagement
To understand whether a PR campaign by one of the PR agencies Orlando is successful, it is also important to ensure that your posts, interviews, newsletters, or events were interesting for your target auditory and kept them engaged.
If you have a strong social media presence, the best way to assess engagement is to monitor how actively people share, like, and comment on your social media posts.
Engagement is crucial as it helps to improve your brand visibility and demonstrates your customer loyalty.
Remember, the sure-fire way to keep your audience engaged is to provide it with exciting and quality content on a regular basis.
Outreach
When it comes to a PR campaign, it is important to know whether you managed to reach out to a wide audience. Using special PR tools, public relations firms Orlando are able to detect either social media or non-social media outreach. A high outreach is one of the key signs of an effective PR campaign.
Share of voice (SOV)
Share of voice defines how much your brand is discussed in comparison with your competitors. SOV measurement helps you to evaluate brand recognition and audience engagement.
It is essential to monitor the SOV of your brand on all platforms. Ideally, you should beat off your competitors everywhere. If it is not so, you at least can understand which platform and audience you should work on.
Website traffic
Although most activities today are held on social media platforms, your official website still plays an important role. That is why it is essential to understand whether your PR campaign by the Orlando PR agency has stirred your website traffic. In this case, the Google Analytics tool comes in handy.
Analyzing your website performance, you should identify the number of visitors and consider the lead number.
One more important metric is a bounce rate, which demonstrates the number of users who left the website on viewing just one page. A significant bounce rate indicates that your audience does not like your content or that the wrong audience has been targeted.
We hope that the list of these metrics has helped you understand that PR is not something vague and that it can be measured. PR measurement of PR firm Orlando helps to evaluate the success of a PR campaign and determine its weaknesses and strengths. This information will be helpful for future PR campaigns. By the way, the top public relations firms in Orlando that you may find in our list have a set of all required tools and can provide you with a comprehensive report on PR results measurement.
