Published on January 25, 2017
The thing about PR reporting is that it’s really fun when you have positive results to share and the opposite when you don’t. But it doesn’t have to be this way. Even when a campaign doesn’t work out the way you’d hoped it would, valuable learnings always lie between the lines.
That’s why, this week, we’re sharing our top posts focused on reporting the qualitative and quantitative metrics that matter most to your CEO, CMO, or head of communications.
The first one, “Common Math Mistakes PR People Make,” identifies a few “problem reporting areas” that many of us, number-savvy or not, fall victim to. For example, reporting percentage growth can imply radically different things for small as opposed to large businesses. Read more here to make sure you’re not committing these communications faux pas.
And as much as we’d like to think we’ve nailed how to report PR results to the C-suite, chances are we still have a bit to learn given that AVE and impressions no longer rule the PR world. In order to report the metrics that matter, consider how the person you report to sees PR. Do they understand that all content is essentially part of your company’s narrative, or would it be beneficial to explain to them the idea of paid, earned, shared and owned media first? The “70% noise reduction rule” will help you with this too. Read the rest here.
Lastly, this article shares a few mini case studies about how Bayer Corporation and The Coca-Cola Company effectively measure and report internal communications results. These brands have comms down to a science, and you should too. Check it out on Forbes.
PR-reporting primer adjourned.