PR Measurement That Matters – How Mfa is Proving PR Value and Success
June 1st 2017
As the strategic value of PR has become a highly-discussed topic in boardrooms around the world, PR agencies and professionals have seen measurement become increasingly important. Let’s be honest, a few years ago, the word measurement would send many into a frenzy. Today, compiling and evaluating results are key components of what we do at Mfa, every day.
We’ve long been inspired by the Barcelona Principles and Katie Paine’s measurement practices. To up the ante on the agency’s framework to measure what really matters, we recently hosted the Queen of Measurement for an extensive session with Mfa’s entire staff.
With a refreshed and innovative approach to measurement, the Mfa team has implemented key standard practices that consistently ‘make a case for PR’ and showcase the value of the agency’s stellar work. Here are a few tips from our team of measurement experts:
- Define your champagne moment: a clear definition of the expected return on investment is needed before establishing benchmarks and determining measurement metrics. This includes having a conversation with clients on what success means to them.
- Establish benchmarks: teams need to take a look at past performance over time and use measurement as a comparative tool. When monitoring share of voice, pick a few key competitors whose actions have a direct impact on your clients’ business.
- Pick your metrics carefully: analyze the data you have access to and request access to data that’s important to showing the big picture. Katie Paine uses the ‘kick butt index,’ a quality score that helps differentiate a ‘very good story’ from a story, or what constitutes ‘meaningful engagement’ vs. regular engagement.
- Use metrics to tell your story: metrics can help show the need for a shift in strategy or the necessity to adjust certain tactics to conduct truly meaningful campaigns. Not all metrics have to be positive, negative metrics can help suggest ways to improve. Ranking results from worst to best can also show the progress your team has made.
- You need to be data informed, not data-driven: another key learning from the Queen of Measurement! Teams need to make sure they relate data to overall business objectives. Leverage data to showcase what didn’t work and what we learned from it. Research and data is nothing if it only gets filed away without telling a story!
- Channel your inner data geek: PR measurement is something every single person within a PR agency or PR department should understand and master. If everyone is on board, it will be easy to show clients how valuable and worthwhile our work is.