Marketing and PR were once considered the hardest departments for a business to quantify because there was a lack of definitive return on investment (ROI). With the rise of digital marketing, this has become a slightly mitigated problem with pay-to-click data, Google Analytics, and other various tools used to track engagements digitally.
This is a far cry from trying to determine the sales impact of a billboard on the side of a highway, but it can still be challenging to prove that money invested in PR efforts has been felt by the company in one way or another.
Fortunately, at Dittoe PR, we’re left brained and right brained. We’re creative and resourceful, and we’re also analytical. We strive to show our clients both the tangible and intangible value of media coverage and we use hard data to fuel those efforts. Today, we’ll explore a couple ways that data and PR can go hand-in-hand.
Leveraging UMVs and ad dollars.
When working with clients, we want to ensure they can see the value in a piece of secured media coverage, whether it’s a splashy feature story in a national publication or a brief mention in a trade outlet. One of the ways we do this is by tracking the readership an outlet gets each month. For more on essential reporting tools, check out this blog post!
Once we know how many impressions a piece of coverage gets (i.e. the circulation of a print publication or the number of unique website visitors a website gets in a given month), we can quantify how much it would cost to purchase ad space to reach the same number of viewers or readers. We can also leverage ad rates available in publications’ media kits, when available.
Often times, these figures are far higher than what it costs a company each month to outsource PR efforts. We highlight these numbers for our clients in real time, as well as totaling our efforts at the end of each month, so they can see where their money is going and what the ROI is.
Using data to get coverage.
As much as we love providing data to clients after a piece of coverage is secured, we also love leveraging data to catch a reporter’s attention, especially if the data comes directly from the client.
Using statistics or demographics that are relevant to a clients’ industry always makes a pitch or story angle stronger. While the type of statistic and what is considered interesting will vary across the different trades, providing data to back up a claim such as “we’re the best in the business” will make it an easier sell to reporters and outlets.
For example, if you send out an annual survey to poll your customers on certain industry-related habits, we can leverage that data in our media outreach to earn additional credibility for your company.
Targeting the right audience.
When it comes to media relations, each client has a different reason for hiring a PR team. Some want to increase their brand awareness to an audience that was previously unaware or unengaged with their company. Others might want to strength relationships and move deeper into a certain demographic that’s already proven to resonate with the brand. Knowing these goals and understanding how to reach key demographics can help us determine the right outlets and reporters with whom to connect.
If a company is already trending well with women ages 25-45 and would like to continue that relationship, we research reporters and outlets that target that group. If they’re trending well with that same group of women but would like to increase sales or awareness with men ages 60-75, that often times directs our attention to different publications and different story angles.
Knowing a client’s customer base and their goals associated with growth is a key piece of data that Dittoe PR will revisit again and again to ensure that media relations is serving the need at hand.
Including links back to the website.
Whenever a client mention is secured on a digital platform, we’re always crossing our fingers (and toes) that the client’s website link is included in the story. While this doesn’t always happen, when it does, we’re able to use Google Analytics to determine if recent traffic to their website is driven from that mention. Not only does this show that our efforts are increasing brand awareness and engagement, but it helps us to know what kind of stories, outlets, and demographics are the most engaging to readers.
I’ve often found that while the trade publications might have a smaller number of impressions, they often times have the largest click-through rates. Getting a story in front of the right group of people can sometimes be more valuable than getting a story in front of the largest group of people.
At the end of the day, increasing brand awareness can seem very open-ended and in a lot of ways it is. However, there are plenty of tools, resources, and dedicated PR teams out there to help you achieve those results and back up the claims with data.
Interested in learning more about how we provide tangible value to our clients? Contact Lauryn Gray at la****@di******.com to schedule a consultation today!
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