[New Post] Why Metrics Are Key to PR’s Seat at the Revenue Table

 

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Why Metrics Are Key to PR’s Seat at the Revenue Table Danielle Ferris Numbers speak louder than words. It's a simple fact that has changed the way public relations practitioners focus their objectives and strategy. While PR has traditionally been known for generating awareness, it is now a means of directly connecting with customers and generating revenue. In order to maximize on this, PR can no longer be an afterthought and should be strategically planned in the early stages of your overall brand communications program to drive traffic, leads and conversions. However, you have to prove the value of PR first, and to do this, you need to gather data on all of your efforts and demonstrate how your initiatives directly correlate with reaching your audience and guiding them along each step of the buyer's journey. Social Activity With social media, it is helpful to not just track the growth of your social following, but also report on engagement metrics. Likes, shares and followers are good ways to track the quality of the content you are promoting and how engaged your customers are with your brand. Most importantly, though, you should keep track of social media referrals to your website to make a strong case for the direct connection the social promotion of your PR content has on your business. Website Traffic Social media isn’t the only place where your PR efforts can have an impact on website traffic. You can monitor how many unique visitors and page views your website receives from press releases, media pitches and content syndication by using techniques like trackable links. If you dive even deeper, you can analyze how qualified these leads are by reporting on how much a specific lead engages with your content. Knowing which promotion channels, media outlets and influencers are bringing in the most qualified leads will help you optimize future outreach. Conversion Rates Connecting how a customer is responding to your PR’s calls-to-action can make a strong case for the importance of your work. Measure the rate at which you are getting someone to fill out a form, make a purchase, download a document, etc. to provide insight into your PR initiatives’ effectiveness at driving revenue. Measuring and reporting the outcomes of your PR efforts can help you gain more influence on your organization’s strategy and the future role your PR initiatives play in it. Learn more about connecting PR to driving demand and revenue during PR Newswire's upcoming webinar Why Metrics Are the Key to Getting a Seat at the Revenue Table on December 3 at 1 PM ET. Ken Wincko, PR Newswire's Senior Vice President of Marketing, will be joined by Sharam Foulagdar-Mercer, CEO of AirPR, and David Rockland, Partner/CEO of Ketchum, for a discussion on: Laying the groundwork for discussions on PR's direct impact on revenue How reporting can make the case for PR's ability to drive leads, conversions and revenue Register here, then tune in on December 3 to learn how to get a seat at the revenue table so that PR moves towards the top of your strategy discussion. Author Danielle Ferris is happiest on the beach, an avid spinner, and marketing coordinator at PR Newswire.

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