By James Saville, Partner at Goldbug. James leads media and press strategy across PR campaigns.
Brands increasingly want to know they’re getting bang for their buck – and so they should.
While budgets are being scrutinised more than ever, it’s our job as an agency to define and demonstrate the impact and engagement-factor of our work, whether that’s brand awareness or perception change.
Requests for different metrics evolve as different channels emerge. But the consistent gradual change is the need to see impact over reach.
If it’s press coverage you’re after, it must be good quality with the messaging pulling through loud and clear – not just a mention of the campaign or client name.
It must serve a purpose.
The other expectation is value – ensuring there’s something that can add substance to the business internally and for stakeholders and customers, beyond press coverage.
This means integrating with internal comms, marketing and brand while also being helpful to sales teams and frontline employees.
So what is the secret to PR measurement?
It’s understanding exactly what you want to measure, why, and laying out what good looks like versus exceptional.
It’s strategic-thinking, value for money but also high-quality delivery on engagement and impact.