As we head into the final quarter of the year, it is important that you share the effectiveness of your PR campaigns with a year-end report. This will enable you to compare various PR initiatives, reveal successes and identify weaknesses that you can improve upon in the future. Sharing this end-of-year summary report with various stakeholders will show how your campaigns achieved their objectives and the benefits of your work.
To successfully measure your PR campaigns, you need the right set of tools.
MRP is a great resource, showcasing both quantitative and qualitative results of traditional earned media in Canada. It is used by leading marketing and communications professionals in Canada under the guidance of the Canadian Public Relations Society (CPRS).
MRP can help you evaluate all your multi-platform campaigns through cost-effective, customizable reporting.
Here are some tips that can help:
1. FOCUS ON THE DATA THAT MATTER MOST
It’s easier to focus on your performance drivers if the data in your analyses and reports are relevant. Consider a few of the following questions:
Do you need to:
- Capture the name of the reporter/author? It might provide you with added credibility or visibility.
- Make a note of the story language? It demonstrates the story was important to all of Canada.
- Include social media metrics for Facebook, LinkedIn or YouTube?
- Highlight the regions that showed the most uptake?
2. KEEP YOUR COVERAGE ORGANIZED
One of the main clutter culprits at work is to “file-by-pile.” Digital clutter is no better, or easier to manage.
MRP’s binders help you organize coverage reports into manageable collections or themes. If you’re an agency, each binder likely represents a client name or brand, holding reports for specific campaigns or contracted initiatives.
Alternatively, on the corporate side, your binders might be more granular, and grouping reports from a strategic business unit, brand or by campaign could be the way to go.
3. PLAN FOR SUCCESS
Create a final or year-end report first, then create the breakout reports either for monthly or quarterly reporting.
By working in the year-end or final report first, then copying articles to the corresponding month or quarterly report, you will save time and be ready to share the results at year end.
If you do not have a year-end or final report created and need one ASAP, you can copy the contents of any report into a new final report easily. Just create a new final or year-end report and copy each monthly or quarterly report into it.
A great MRP coverage report is the product of clean and complete information. An MRP report can prompt you to input default information like the topic, budget and calculation settings. Completing this information will help you decide which measurements or KPIs are your goals and priorities and save you time.
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