{"id":11344,"date":"2017-06-08T19:37:54","date_gmt":"2017-06-08T17:37:54","guid":{"rendered":"https:\/\/mention.com\/blog\/?p=11344"},"modified":"2022-11-17T14:28:45","modified_gmt":"2022-11-17T14:28:45","slug":"track-pr-roi","status":"publish","type":"post","link":"https:\/\/mention.com\/en\/blog\/track-pr-roi\/","title":{"rendered":"6 Signs You Need to Start Tracking Your PR ROI Better"},"content":{"rendered":"\n<p>Get people to say nice things about your brand.<\/p>\n\n\n\n<p>That\u2019s what PR is. Simple concept, really.<\/p>\n\n\n\n<p>Unfortunately, this simple concept is rather hard to execute. It\u2019s not all after work drinks and glamorous parties.<\/p>\n\n\n\n<p>On top of networking, PR teams are always busy writing press releases, <a href=\"https:\/\/mention.com\/en\/blog\/influencer-outreach-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">sending outreach emails<\/a>, launching social media campaigns, and more. And it\u2019s so easy to get drowned in these daily tasks that you lose sight of the most important &#8211; the ROI.<\/p>\n\n\n\n<p>How good do you think your PR efforts are? Awesome? So-so?<\/p>\n\n\n\n<p>If your answer is \u201cuh&#8230;not sure,\u201d then you might want to slow down, take a break, and read these six signs we\u2019ve identified for teams that need better PR ROI tracking:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6 signs you need better tracking for your PR ROI:<\/h2>\n\n\n\n<p>If any of these statements describe you, you might want to start tracking your PR impact and ROI better.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Your brand isn\u2019t getting PR coverage or driving online discussions<\/h3>\n\n\n\n<p>It\u2019s not that people don\u2019t like your brand. It\u2019s that they don\u2019t even know it exists. Not being talked about is every PR executive\u2019s worst nightmare. Even bad publicity is better than no publicity.<\/p>\n\n\n\n<p>You just launched the best product in the world that your whole team spent 5 months developing?<\/p>\n\n\n\n<p>Nobody cares.<\/p>\n\n\n\n<p><img decoding=\"async\" width=\"320\" height=\"180\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2017\/06\/giphy-4.gif\" alt=\"track PR ROI\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 320px; --smush-placeholder-aspect-ratio: 320\/180;\"><\/p>\n\n\n\n<p>It\u2019s not your fault. Or is it?<\/p>\n\n\n\n<p>You\u2019re doing everything. <a href=\"https:\/\/mention.com\/en\/blog\/product-launch-influencer-marketing\/\">Product launches<\/a>, webinars, social media campaigns, and <em>a lot of <\/em>blog posts\u00a0&#8211; but people just don\u2019t seem to care. Journalists aren\u2019t writing about you, and that <a href=\"https:\/\/mention.com\/en\/blog\/hashtag-tracking-tools\/\">dedicated hashtag<\/a> you created for your campaign was used just by you and your coworkers.<\/p>\n\n\n\n<p>When you\u2019re not getting (enough) brand coverage or discussions, some possible culprits might be:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Not targeting the right audience<\/li><li>Not promoting in the right channels<\/li><li>Not reaching the right influencers<\/li><\/ul>\n\n\n\n<p>Or, your product\/service is just bad&#8230;<\/p>\n\n\n\n<p>Just kidding &#8211; but if your brand isn\u2019t getting the coverage you want even though your team is working their butts off, that\u2019s the biggest sign that you need to track your PR ROI and efforts better.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. You don\u2019t know what\u2019s driving the buzz<\/h3>\n\n\n\n<p>Assuming you do get some coverage and online buzz for your brand or campaign. You got featured in some major publications, and your campaign hashtag is trending on Twitter.<\/p>\n\n\n\n<p>But was it a fluke? Do you know what or who\u2019s driving the buzz? Can you reproduce it or amplify the effects?<\/p>\n\n\n\n<p><img decoding=\"async\" width=\"500\" height=\"281\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2017\/06\/giphy-5.gif\" alt=\"monitor your PR ROI\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 500px; --smush-placeholder-aspect-ratio: 500\/281;\"><\/p>\n\n\n\n<p>Great PR professionals know that successful companies build brands for the long term. And you can\u2019t rely on luck forever. So if you managed to get online coverage or a lot of buzz, you need to know whether it\u2019s driven by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/mention.com\/en\/blog\/influential-brand-advocates\/\">Current customers who love your products or services<\/a>?<\/li><li>Influencers or journalists you\u2019re working with?<\/li><li>Influencers or journalists you didn\u2019t know?<\/li><li>Random people?<\/li><\/ul>\n\n\n\n<p>Simply put, you can\u2019t double down or do more of what\u2019s working, if you don\u2019t know what it is.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. You don\u2019t know how successful your current PR efforts are<\/h3>\n\n\n\n<p>You may have an awesome, super hard-working team that\u2019s spending days and nights launching campaigns and <a href=\"https:\/\/mention.com\/en\/blog\/influencer-outreach-tools\/\">reaching out to influencers<\/a> on different channels to get more buzz for your brand.<\/p>\n\n\n\n<p>But you can\u2019t tell how much these efforts are paying off. Or, you may manage to get a lot of online mentions, but you don\u2019t know if those discussions are bringing you more traffic, better <a href=\"https:\/\/mention.com\/en\/blog\/seo-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEO ROI<\/a>, more email signups, more sales, or whatever actions you want people to take.<\/p>\n\n\n\n<p>Without clear metrics or data to analyze the before and after, a lot of these questions go unanswered:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>How many online discussions are driven by your PR efforts?<\/li><li>Are you targeting the right audience?<\/li><li><a href=\"https:\/\/mention.com\/en\/blog\/social-media-sentiment-analysis\/\">How do people feel about your brand<\/a>?<\/li><li>How many of these discussions drive sales?<\/li><\/ul>\n\n\n\n<p>For all you know, you may be wasting all your budget on the channels and people that don\u2019t do anything for your brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. You\u2019re missing PR mentions<\/h3>\n\n\n\n<p>It takes a lot of brand building and shoulder-rubbing to get PR coverage and online discussions. But what\u2019s worse than not getting mentioned, is getting mentioned but not knowing you did.<\/p>\n\n\n\n<p>How many times have you heard from someone else that they\u2019ve read about your brand in an article that you didn\u2019t know existed?<\/p>\n\n\n\n<p>And why does it matter if you don\u2019t know about these online discussions?<\/p>\n\n\n\n<p><img decoding=\"async\" width=\"325\" height=\"193\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2017\/06\/6a00d8341c8f2e53ef00e54f4fca1a8834-640wi.gif\" alt=\"how to track your PR ROI\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 325px; --smush-placeholder-aspect-ratio: 325\/193;\"><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>You miss opportunities to expand your brand reach. <\/strong>Once you find out someone mentioned your brand, you can help share it and spread the word. If it\u2019s an influencer or brand you weren\u2019t acquainted with, you can also reach out and build a long-term partnership.<\/li><li><strong>You can\u2019t do fact checks.<\/strong>\u00a0In the age of grassroots journalism, anyone can publish anything. If you don\u2019t know when you\u2019re talked about, you can\u2019t check if there\u2019s any misinformation, or <a href=\"https:\/\/mention.com\/en\/blog\/protect-your-brand-fake-news\/\" target=\"_blank\" rel=\"noreferrer noopener\">protect your brand against fake news<\/a>.<\/li><li><strong>You miss opportunities to impress your boss\/client. <\/strong>This last one needs no explanation. You can\u2019t take credit for your hard work if you don\u2019t know it paid off. You can&#8217;t prove your PR ROI if you aren&#8217;t tracking it.<\/li><\/ul>\n\n\n\n<p>Basically, it\u2019s like making all these efforts to impress a guy, giving him your number, desperately waiting for him to call, but then leaving your phone in your bathroom and never checking it.<\/p>\n\n\n\n<p>Okay maybe it\u2019s not quite like that, but you get the idea.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Your PR reports take you forever to prepare<\/h3>\n\n\n\n<p>You dread doing your PR reports. But you know you need them. You need them to report to your boss, to evaluate and share with your team, or to impress your clients (and justify your hefty retainer.)<\/p>\n\n\n\n<p>Only it takes you so much time. You log in to several social media accounts, open the emails from <a href=\"\/en?page_id=7227\">Google Alerts<\/a> one by one, do some manual Google searching, and take <em>a lot of <\/em>screenshots.<\/p>\n\n\n\n<p><img decoding=\"async\" width=\"400\" height=\"227\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2017\/06\/giphy-6.gif\" alt=\"PR ROI the Office\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/227;\"><\/p>\n\n\n\n<p>The worst part? You aren\u2019t even sure if the \u201cdata\u201d you have is that reliable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. You rely on feelings and intuition for your PR efforts<\/h3>\n\n\n\n<p>So instead of looking at the \u201chard numbers,\u201d you trust your gut. You do what <em>feels right<\/em>. You launch campaigns on Facebook because Garyvee says it works.<\/p>\n\n\n\n<p>When your team ask you how they should choose which influencer to work with, or what channels to promote on, you tell them, \u201cyou just&#8230;know.\u201d<\/p>\n\n\n\n<p><img decoding=\"async\" width=\"245\" height=\"160\" data-src=\"https:\/\/mention.com\/wp-content\/uploads\/2017\/06\/3-you-just-know.gif\" alt=\"know how to track PR ROI\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" style=\"--smush-placeholder-width: 245px; --smush-placeholder-aspect-ratio: 245\/160;\"><\/p>\n\n\n\n<p>And what happens when you have no real strategy, or set metrics to measure your success?<\/p>\n\n\n\n<p>Well&#8230;you guessed it. You don\u2019t succeed. Or, you won\u2019t know if you did.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What gets measured gets managed<\/h2>\n\n\n\n<p>Measuring is really just a fancy way to say \u201cknowing.\u201d You can\u2019t manage or improve what you don\u2019t know about.<\/p>\n\n\n\n<p>I might have exaggerated the above examples or scenarios. And I know (hope) that nobody has it as bad as I put it. But if you identify yourself just a little bit in the above statements, why not try looking into some new tools to track and report your PR efforts?<\/p>\n\n\n\n<p>Who knows? We might be able to help.<br><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/1896803\/5830a97d-bbc5-4121-8e35-d6f98fed1d45\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get people to say nice things about your brand. That\u2019s what PR is. Simple concept, really. Unfortunately, this simple concept is rather hard to execute. It\u2019s not all after work drinks and glamorous parties. On top of networking, PR teams are always busy writing press releases, sending outreach emails, launching social media campaigns, and more. &hellip; <a href=\"https:\/\/mention.com\/en\/blog\/track-pr-roi\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">6 Signs You Need to Start Tracking Your PR ROI Better<\/span><\/a><\/p>\n","protected":false},"author":144,"featured_media":27608,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[319,325,315],"tags":[],"class_list":["post-11344","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-monitoring","category-reporting-analytics","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR ROI: 6 Signs You Need to Start Tracking it More Closely<\/title>\n<meta name=\"description\" content=\"How well is your PR team doing? 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