Measurement
Accurately measuring the success of a campaign has been the brass ring PR agencies have chased for decades. Thus, because one campaign might be driven by “halo” PR while another is thought leadership-based and still another designed to drive sales, we steer clear of a rigid “one size fits all” approach.
Our approach begins by defining overarching business goals and establishing Key Performance Indicators (KPIs) that accurately map campaign results to these goals. We present our measurement findings visually, ensuring that the data is easily digestible and readily understood by key stakeholders.
We match these KPIs against four primary criteria:
- Share of Voice (SOV): Across agreed-upon topics in both earned and social media, as well as assessing SOV in publications that hold significance for your business.
- Penetration of key messages: Within earned coverage, evaluate how well our messaging integrates and how the market perceives the brand.
- Prominence: We look at how prominently our clients stand out within articles and compare them against others in the industry.
- Technology: Escalate is trained in Google Analytics which enables us to identify the most resonant campaigns and understand visitor interactions with the website, including the duration of the engagement. This invaluable information guides and informs our future programs, ensuring continuous improvement and optimization.
As with every part of our programs, measurement is a continuous dialogue. We’ll meticulously track key message pull-through, resonance, and the authority conveyed by the stories we craft. We recognize, however, that success is subjective and varies among different stakeholders within organizations.
Our clients unanimously agree that a successful campaign and visibility program evolves and builds upon itself from the outset, surpassing early tactical goals and ultimately becoming a strategic competitive advantage over time.
