4 standards to set for PR measurement
Source : PRDaily By Aly Saxe | Posted: June 26, 2014
I led a roundtable on PR measurement, and we didn’t get past the second slide.
That’s because the first slide asked: “How does your agency measure PR success?”
問道：“請問你的代理機構如何衡量公關措施成功? ”
The PR agency owners in attendance, hailing from all over the country, offered an array
of answers with limited crossover among them. I learned that ad equivalency rates have
(finally) gone by the wayside, but in their place there has cropped up a slew of metrics
that PR agencies and in-house PR pros use.
公關公司老闆出席，提供一系列交叉限制陣列的答案中，受到來自全國各地的歡迎。
我才知道，廣告適合率（最終）已失敗，但在公關代理商和公關自營者他們的領域，
公關使用度量的轉換一再被提及，
Based on the points that came up during this discussion and in the many others I’ve had
with colleagues over the years, I’d like to offer four standards for PR measurement that
could cover all the bases:
四個標準的公關測量，以涵蓋所有的基礎：
1. Earned media and social mentions
1. 能獲得媒體和社交的提及
Since the dawn of PR, we’ve been counting what we earn. That’s not going to stop, and it
shouldn’t. But consider this: Are you assigning a value to every earned placement? Does
a tweet by someone with 10,000 followers hold the same weight as one from someone with
1,000 followers within your client’s industry? Does a mention in the local Business Journal
have the same impact as a mention in a popular industry blog?
由於公關露出曙光，我們一直在數著我們的營利。這不會也不應該停止。但考慮一下：你是否
將每個獲利的指派分配一個評價？是否鳴叫被人用10,000追隨者持同樣的重量為一體的人與你
的客戶的行業在1000的追隨者？難道一提，在當地商業雜誌具有相同的影響，因為一提的
一個流行的行業博客？
Not all earned results are created equal, so let’s add some depth to those numbers.
並非所有獲得的結果都是一樣的，所以讓我們添加一些深度的數字。
How to do this: Because every client has different priorities, the targets you’re going after
will vary case by case. When you build your media list, take an extra 30 minutes and score
every target based on these factors: direct influence on customer, reach or circulation, and
ability to drive leads. When there’s a result, you’ll add a score for length of the story and tonality.
如何做到這一點： 因為每個客戶都有不同的優先級，你要達到的目標將各有不同的情況。
當你建立你的媒體名單，基於以下因素採取額外的30分鐘，評比每個目標得分：客戶的直接
影響，達到或流通和駕駛能力的線索。當有個結果，你將在這個故事和音調的長度添加一個
分數。
If you’re not using a tool that does this kind of scoring, you can easily come up with a scoring
system yourself, maybe on a scale from one to five. The key here is to get buy-in from each
client or decision maker on not only whom you’re going after, but how you’re scoring them.
如果你不使用這種評分的工具，你自己可以輕鬆地拿出一個評分系統，也許評分從一至
五。這裡的關鍵是不僅你將設法於如何從每個客戶端或決策者獲得購買，且你將如何評分他們。
2. Web performance
Very few agency reps I’ve spoken with are monitoring Web analytics. As PR becomes
increasingly digital, it is imperative that we track which earned media placements are
driving traffic, as well as which ones aren’t, so we know which media outlets to focus on.
2。Web性能
我已經談過的極少數機構銷售代表，正監視Web分析。由於公關變得越來越數字化，
當務之急是我們追踪那些贏得媒體配置的流量，以及哪些不是，這樣我們知道把重點放在
媒體銷路。
How to do this:
Chances are your clients are already doing this. If you think it’ll be difficult to
get access to their website analytics, you may be surprised. You might also be surprised to
learn that they are using tools in addition to Google Analytics that can help you sift through the
Web data more easily, and are all too happy to teach you how to use those tools. If they aren’t
using Google Analytics or other digital analytics tools, be the hero and help them get this set up.
如何做到這一點：
你的客戶已經這樣做是機會。如果你認為獲得訪問他們的網站分析很難，你可能會感到驚訝。
您還可能會驚訝地得知，他們除了使用谷歌Analytics（分析），可以更容易幫助你篩選Web
數據，並且很歡欣的教你如何使用這些工具。如果他們不使用谷歌Analytics（分析）或其他數
字分析工具，那麼當個英雄，以幫助他們得到這個設置。
3. Efficiency
3. 效率
All results are not created equal, and neither are the efforts to obtain the results. Ask President
Cheese about that. If your team is overservicing to the hilt to get a handful of results for a single campaign, you must ask yourself some hard questions: Was the outcome reasonable in relation
to the effort? Which types of campaigns give you the highest return on your effort? Who on your
team is the real media bulldog?
所有的結果不是在建立平等，而且也不是取得成果的努力。可以問總統奶酪有關。如果你的
團隊過度檢修工具以為一個單一的運動獲得了一些結果，你必須問自己一些難以回答的問題：
當時的結果就努力而言是否合理？哪些類型的活動，讓你的努力回報率最高？誰是你團隊真正
的媒體猛犬？
Why measure efficiency? Because it can drive strategy. It sets benchmarks so you can set
appropriate goals and expectations. It shows you where to put your effort and where to back off.
That can save you time and money.
Marketers do this with every tactic they employ, it’s called a conversion rate. PR teams should
adopt something similar.
為什麼要測量的效率？因為它可以驅動戰略。它設置基準，因此您可以設置適當的目標和期望。
這表明你在哪裡努力和在哪裡後退。這可以節省您的時間和金錢。 營銷他們採取所有的戰術
做到這一點的，，這就是所謂的轉換率。公關團隊應該採用類似的東西。
How to do this:
Before you dive into any new campaign, set goals. Then when the campaign is finished,
take a look at the total effort that went into getting whatever results you achieved. As you
do this with more and more campaigns, you’ll start to see patterns. Certain types of campaigns
will give you a bigger success rate than others. You’ll notice, too, that you can set goals based on
past performance of similar campaigns.
如何做到這一點：
在你潛入任何新的活動，設定目標。然後，當活動結束後，觀看你所獲得的總工作量得到什麼
結果。當你做到這一點而有越來越多的運動，你就可以看到樣本。
某些類型的活動，會給你比其他人更大的成功率。你也將開始發現，那就是，你可以根據過去
的類似的運動性能以設定的目標。
4. Leads and conversions
4。信息和轉換
Gone are the days when PR teams could lean back on just providing “reputation management”
alone. In most cases, if the PR program isn’t helping to drive revenue, then it’s on the chopping
block. PR teams must get a handle on how their results drive leads and conversions.
飄的日子，公關團隊可以往後靠上只是提供“聲譽管理”孤軍奮戰的日子。
在大多數情況下，如果公關程序沒有幫助推動營收，那麼它的砧板上。公關團隊必須得到他們
的結果如何推動導線和轉換的句柄。
How to do this:
As with Web analytics, this is information you’ll have to ask for. Most marketing organizations can
tell you where leads are generated, and then just as easily tell you which of those leads convert to customers. If your clients or marketing counterparts aren’t using tools to provide this info, then you
have some options.
如何做到這一點：
與網絡分析，這是你將不得不問的信息。
大多數營銷組織可以告訴你在哪裡產生線索，然後很容易地告訴你哪個這些線索轉化為客戶。
如果您的客戶或同行的營銷不使用工具來提供這種信息，那麼你有一些選擇。
Once again, you could be the hero and recommend tools that will provide this data. But we know
that these kinds of platforms take a serious time, money, and resource investment. Sometimes
it’s not feasible.
，金錢和資源投資。有時是不可行的。
If that’s the case, another option is to determine with the client how to measure new business.
For instance, a new restaurant opening might count as conversions the number of reservations
following a local TV spot. A nonprofit could count the number of net new donors following a write-up.
Tap into what the client is already doing to count “wins,” and come up with a way to measure PR’s contribution to that success.
舉例來說，一家新餐廳開業可能根據本地電視節目運算作轉換預訂數量。一個非營利性可以指望
新的捐助者扣除以下寫的數字。點擊進入什麼樣的客戶端已經做好計算“勝利”，並且想出了一
個方法來衡量公關成功的貢獻。
It may be a while before PR catches up to our measurement-savvy marketing counterparts. But
coming to terms on industry standards could help us get there faster.
公關追上我們的測量精明的營銷同行可能還需一段時間。但達成協議的行業標準可以幫助
我們更快地到達那裡。
How do you measure PR success?
你如何衡量成功的公關？
Aly Saxe is founder and CEO of Iris PR Management (@IrisPRMgt), a cloud-based software that helps PR agencies and in-house teams manage and measure their performance.
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