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On the 10th Day of Christmas, Spin Sucks gave to you 10 PR metrics, nine productivity tricks, eight communications podcasts, seven PR pros to follow, six SEO tricks, five breakable habits, four productivity tools, three AI experts, two PR trends, and one mindset shift in a pear tree.

Last week, I talked about six SEO strategies to help audiences discover your content.

That goes hand in hand with this week’s podcast on PR metrics.

Because if you can’t prove you’ve reached your goals, how can you show the value of your work?

If you’re anything like me, NOTHING gives you the holiday warm and fuzzies like a well-organized spreadsheet filled with up-to-date metrics all trending up and to the right. 

Even if they don’t set your eyes aglow with holiday glee, metrics are something you should track consistently, but they have to be the right kind of metrics.

No media impressions or AVEs here. No siree, bob!

They should be kind that give you usable information about whether or not your PESO model communications plan is delivering what matters to the CEO.

In most cases, that’s cold, hard cash.

PR Metrics that Matter

While owned media tends to be the most important place to start in a PESO model program, I’m going to talk about PR metrics that matter for each in order of the acronym.

Here’s what we cover:

Paid Media

• Social media marketing ad conversions
• Email database
• Leads and conversions

Earned Media

• Web performance
• Media, blogger and influencer scoring

Shared Media

• Rating system
• Unique stuff (i.e. unique URLs, landing pages, coupons, discount codes, or even telephone numbers) 

Owned Media 

• The vanities (e.g. unique visitors, time spent on the site, and bounce rate) 
• Community
• Sales

Get Good at PR Measurement and You Will Win

Get really good at measuring and analyzing these PR metrics.

They’ll let you know exactly how well your campaigns are doing, what you need more of and what you can let go, and generally help you communicate to your clients or bosses that their investment in PR is well worth it.

And that, my friends, is the ultimate goal.

Are You Up for a PR Measurement Challenge?

If you want to learn more about how to develop effective PR measurement for your PESO programs, that’s one of the things we cover in-depth in the 30 Day Communications Challenge, that begins on January 2, 2020.

You can sign up now by clicking on the link above and get free daily email prompts.

Or you can pre-order The Communicator’s Playbook, which is filled with helpful resources designed to get you to the PR metrics finish line. What are you waiting for?

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Full bio