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Many people may find it difficult to measure the effectiveness of public relations activities.
It is important to measure the effect of public relations activities in order to clarify the results of it and improve public relations measures. As telework becomes mainstream and sharing goals and achievements are becoming more important, public relations activities will also require more quantitative indicators.
"As the presence of a company emerges, it becomes clear that public relations is the management itself “ Public relations activities are indispensable for realizing the corporate philosophy and solving management issues.
Measuring the effectiveness of public relations, which plays an important role for a company, is to quantitatively evaluate the effect of the measure, confirm the direction of the measure, and improve the measure.
It is possible to improve measures and lead to better public relations activities by quantitatively grasping the impact on the distribution of press releases, the evaluation obtained through exposure by being taken up by the media and communication with stakeholders, and the results of these public relations activities.
In addition, the quantitative indication of the effect is also a basis for budgeting.
Although it is difficult to accurately measure the effectiveness of public relations activities, it is important to recognize and to confirm the effectiveness of the measures and to consider the budget.
When deciding the index, let's drop the index design from the management goal.
First, embody the purpose of conducting public relations activities and describe "who" and "what kind of impression you want" for each stakeholder.
Then, since it can be a hypothesis, "what kind of impression do you have in the current situation?" Clarify the gap between the ideal and the reality, and consider public relations measures, important media (media that your company attaches importance to), and the number of publication targets. The number of publications and publication media of competitors will also be helpful in determining the index.
On top of that, when deciding the index, set “What can be evaluated quantitatively”. For example, "the number of important media published" and "the number of times a specific theme was taken up".
The method of measuring the effect of public relations differs depending on the company. The extent of the impact of public relations’ measures is difficult to measure, but it is important to continue to search for measurement methods.
Since there is no correct answer for measuring the effectiveness of public relations measures, many companies sometimes combine multiple measurement methods to create original indicators and repeat trial and error.
Next, will explain each of the indicators of public relations measures and the ones that are often used as a method of measuring effectiveness.
" Advertising conversion value " is a typical index that is often used as an index for public relations measures .
You can visualize the effect of public relations measures by converting the amount of publication such as the number of texts and the size of the title when it is published in the media into advertising costs and measuring the impact of posting.
Since each media is profiting from advertising revenue, we are presenting the cost per inventory in the media guide for advertisers. The higher the degree of exposure, such as size and location, the higher the cost. When your company's news is posted, the amount posted is converted into advertising costs, the degree of influence is calculated as a number, and evaluation is performed.
Clipping a magazine or newspaper article so that it can be viewed is called " clipping ". Nowadays, it often refers to collecting information published in all media.
Since public relations activities often have one goal of being featured in the media, the number of clippings can also be an indicator of public relations measures.
At the time of clipping, you can compare and verify the tone of the posted article and the degree of influence on stakeholders by deciding items such as the medium name, the number of articles posted, the number of characters, the outline of the posted content, the company's independent article, etc. and collecting information. You can collect all information by using “Google Alert” and "Web clipper”
Changes in the number of designated searches and the number of accesses to the company's website after publication in the media are also indicators of effectiveness measurement.
Named search is one of the indicators also that users can interpret as interested in a company or service.
After being featured in the media, it would be nice to be able to see if the number of designated searches and access to the corporate site has not increased.
" Publicity Favorability Evaluation " to measure the tendency of whether or not the posted content is favorable .
As one of the methods to evaluate the tone of the published article qualitatively, whether the content of the published article is favorable by setting criteria such as "favorable", "slightly favorable", "neutral", "slightly critical", and "critical". The tone of the article affects the impression of the reader and is an indicator of reputation.
If you are using SNS for public relations activities, the " SNS response number " can also be an index.
Trends can be grasped by measuring the engagement rate such as the number of times a viewer sees an article (impression), likes for posts, and shares. SNS such as Twitter and Facebook that can check the profile can also check the target content rate to check whether the message has reached the person you want to convey.
" Number of inquiries " and " Number of requests for materials " can also be indicators for measuring effectiveness.
Inquiries from the website when service information is posted, inquiries from various entrances such as e-mail, telephone, fax, etc. when a request for materials is received; so that the response can be utilized in analysis.
In cooperation with the operator and customer support department, you can check what you saw and inquired, and in the case of Web media, you can measure the user's attitude change as a real number by setting a tag and grasping the inflow source.
" Media " is a qualitative research method that selects people who have knowledge of corporate management and society in general, such as reporters of important media and opinion leaders in each field, and listens to impressions, opinions, etc. about the company and the industry to which the company belongs in an interview format, it is called " audit ".
It is an opportunity to review your company's activities because you can get highly specialized and objective opinions from third parties. Examining the interviews with the experts is necessary to get useful feedback.
An “ image survey ” that quantitatively grasps what kind of evaluations and images stakeholders have toward a company through a questionnaire survey is also effective as a measure of the effectiveness of public relations’ measures.
It is possible to grasp user trends in chronological order by conducting image surveys on a regular basis.
You can outsource the survey items, survey targets, survey methods, survey organizations, survey areas, number of samples, survey period, and budget while discussing them, or you can conduct questionnaires and Internet surveys at general meetings of shareholders and events in-house.
When measuring and evaluating the indicators of public relations measures, it is important to formulate a hypothesis, analyze it, and improve it by connecting it to improvement actions.
There are three points that you should know when measuring the effect.
When measuring the effectiveness of public relations measures, the effect is measured in three stages: input (activity), output (exposure), and outcome (contribution). This makes it easier to formulate essential improvement measures.
Input: Public relations activities such as the number of press releases distributed and the number of proposals created
Output: The number of corporate information and services published in the media
Outcome: Impact on stakeholders through posting
If you focus too much on input indicators and spend too much on them, it will be difficult to understand the impact on the results that will lead to the attitude change of stakeholders that you should aim for. It is important to set indicators at each stage, determine which measures contribute to the ultimate goal, and allocate resources to achieve the ultimate goal.
Since the content of public relations activities is linked to management issues, Indicators are reviewed each time according to the growth phase of the company.
In particular, it is important to change the measures according to the introduction period, growth period, maturity period, and decline period.
For example, in the introduction period, infrastructure development will be carried out to carry out PR of management issues, in the growth period, targets will be set for the number and contents of publications in important media, in the maturity period, information will be sent regularly, and in the decline period, review goals and indicators according to the phase, such as branding.
It is also important to be able to reproduce effective measures.
Even if the number of cases taken up by the media is used as an index, the circumstances are different even if the same media is published, whether the media has inquired about it and the project was posted.
You have to know that it is important to analyze the background and background to the achievement of the goal in order to improve the reproducibility, and consider the index to measure the effect.
By setting indicators for public relations activities that match your company's phase and issues, you can become a strong ally in management promotion.
Measuring the effectiveness of public relations begins with setting goals. While considering the growth phase of the company, identify issues based on long-term and short-term management strategies in cooperation with management, and clarify the priority for each stakeholder to prioritize measures. Let's set a goal while doing so.
The indicators to be observed may change depending on the business phase. By regularly reviewing the indicators themselves and repeating analysis and improvement, it will be possible to greatly support the growth of the company in terms of public relations.
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