Measuring PR is a key aspect of our day to day lives at Jam. We want to know how well our PR campaigns are running so we can make any tweaks needed and ensure we’re meeting our clients’ objectives.
Here are our top four tools we like to use to measure the effectiveness of our PR campaigns.
Coveragebook
To showcase all of the fantastic coverage we’ve achieved, we use a tool called Coveragebook.
Coveragebook conveniently compiles everything into one place, saving time to allow us to focus on securing even more great coverage.
Another major benefit of Coveragebook is that it also automatically analyses pieces of coverage using various metrics. These metrics include the online readership figures of publications, the estimated number of coverage views per piece, how many times it’s been shared on social media, and the number of opportunities-to-see.
Answer the Client
Securing key coverage is great, but do you want to know the specific value this coverage has on your business? We think you do.
We use a tool called Answer the Client. This enables us to gain insight into the number of people who have clicked through to your site from a particular article. Not only that, it also measures any conversions that have been made as a result of a piece of coverage.
And what do you require from us in order to gain this insight? All we need is access to your Google Analytics! Simple.
Once we do have access to Google Analytics, we use Answer the Client to add in URLs to online coverage. Then we can identify how much traffic this coverage has specifically driven to your site. Plus it means we can provide tangible results to our PR efforts.
Sprout
While Sprout may be a social media management platform, it also plays a vital part in measuring the impact of PR.
It allows us to pick up mentions of our clients on social media by using a keyword report. From this, we can identify any mentions which may be as a result of coverage.
Plus, it also means we can monitor social media for any negative comments there may be about brands and react immediately.
Moz
No, not our office dog, Maurice! Moz is a tool to identify web rankings, which is vital for any communications strategy.
While SEO is a key area of website ranking, you also need to know your site’s domain authority. The higher the domain authority, the higher the site ranks in Google and other search engines.
Moz gives every website a ranking out of 100. This ranking is determined by a variety of signals including how many internal links are on your website, as well as the number of other websites which contain links to your website.
We embed SEO into all our digital strategies to ensure clients (and ourselves!) get maximum online exposure and search engine prominence. This is supported with the utilisation of internal links, through analysing website content, and external links through liaising with the media to include links to the website.
We can measure the success of our PR through Moz in two ways. One is through the number of backlinks that appear in the coverage we’ve secured.
However, the second way of measuring PR is by looking at the overall domain authority of the publications we’re targeting. If increasing your domain authority is a focus, we can identify the key targets for securing coverage of your brand.
As well as being good for measuring PR, the other benefit of knowing a website’s domain authority is being able to compare it with competitors. It’s always good to know if your business is ranking higher than a main rival – and if it isn’t, PR can help!
If you’re looking for a PR and creative agency to handle your next campaign, get in touch today. Contact hello@wearejam.agency or call the office on 0161 850 0565.
