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6 Tips for Using Measurement in Your Next PR Campaign

6 Tips for Using Measurement in Your Next PR Campaign

September 14, 2015 0 Comments

Over the years of working in the pharmaceutical space in marketing, market research, and now PR, I have come to realize that the ‘M word’ (Measurement) does not inspire enthusiasm among the marketing, sales and PR community. There is always that feeling of dread while preparing your end of campaign report. Having worked on the client side of the business, I understand the need to defend your baby (that brilliant PR/marketing campaign you created). However, as a former boss at a major pharma company liked to say,“If you can’t measure it then it probably didn’t happen.”

Measuring impact can be tricky sometimes, but with new technology and cool tools there is much that we can do – so always be sure to measure something!

 

Here are a few handy tips I’ve learned over the years:

 

  1. Get it right from the start Pan measurement at the start of your campaign, not at the end!
  2. Define SMART objectives (S-specific, M-Measurable, A- Achievable, R-Realistic and T-time bound) Communicate these objectives at the start of each campaign to your internal team, client and superiors,
  3. Build a measurement framework Work with your research team to identify sources of metrics and build campaign trackers before rolling out your campaign.
  4. Focus not only on outputs but outcomes Outputs such as the number of media impressions or attendees at event are decent metrics, but what actually happened as a result of the activity? One good outcome example is click-throughs on ads that lead to a website.
  5. Prepare your storyboard Develop an analysis plan for the data collected in advance and your presentation storyboard using these metrics.
  6. Monitor the campaign Use social media or traditional media monitoring to continuously to pre-empt nasty last-minute surprises.

Campaign measurement has become more crucial than ever before, especially in the pharmaceutical space. At the same time, marketing and communications budgets are becoming tighter, so help your client team justify their budgets. Measurement provides evidence that our initiatives are aligned with business objectives and achieve concrete goals for engagement. Cultivating the right temperament for measurement is imperative. It should not be misused to place blame but as a compass to point the direction in which a company or brand is heading and the milestones achieved in its journey.

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