Plan measurement of PR campaign from the outset, ‘Get It Online’ attendees advised

Measurement of the success of a public campaign has changed radically in the digital age, said Shonali Burke, a digital media expert, at the National Press Club’s most recent “Get It Online” series of luncheon discussions Dec. 4.

As a result, she told attendees, it is important for PR practitioners to plan measurement of a campaign from its very beginning. To best benchmark progress of a campaign, she advised, measurement should be based on campaign goals. Before launching a campaign, she said, you must understand what you are trying to do and why it is important.

The changes in measurement stem from changes in public relations campaigns in the last five years noted by attendees in a discussion at the beginning of the luncheon. Among them are changes in use of social networking sites and changes in websites.

Also, new measurement tools not previously available now make it possible to better target campaigns for specific audiences, using digital platforms that can specify demographics, interests and more.

Burke, who owns Shonali Burke Consulting the constructed the award-winning PR campaign of the Society for the Preservation of Cruelty to Animals, advised attendees, in measuring a campaign, not just to use impressions, advertising value or return on investment. This won’t provide a complete picture, she said.

She told attendees to base measurement on research, on an understanding of specific metrics that will tell the full story. And always use quantifiable measures, she stressed. For example, “buzz” is not a measure. Once you identify your goals, use them to determine what to measure, she said.

Pointing out that there is no magic formula for PR campaign measurement, she said that each measurement has to.be created based on research and analysis about specific metrics that show progress against the goals. For example, she suggested, a campaign could measure sales or email sign-ups.

Other tips offered by Burke include:

• Use Google tracking links to measure website traffic and engagement for a campaign.
• Use “champions” or digital influencers to spread your message or call to action for the campaign.
• Use hashtags for tracking on Twitter.
• Don’t just measure at the end; track metrics throughout the campaign to show progress and made adjustments as needed.
• Don’t measure everything! Track your goals and use the tool that matches those metrics.