5 Important Trends in PR Measurement

Public Relations (PR) has indeed been one of the most important parts of the management functioning since its introduction, but the inadequate measurement has traditionally played a spoilsport in generating adequate recognition that the industry might have earned in the past decade. However, the wave of change has arrived in the industry with many PR agencies adopting the change at the earliest. More and more PR professionals are mastering the art of PR measurement and passing the same to the fresh blood entering the PR world. This adaptation of new and innovative PR tools and technologies is earning loads of applauds for successfully contributing in addition of value to the company.   

Here are some of the latest and much-improved PR measurement tips and tricks that will bring a positive change in the near future of the PR world. 

1.      Message consistency across the channels

Money is a great concern in every business and working environment and soon to come is the time that money will become the driving force determining the future of PR measurement. Money is now building up an integrated, customer-centric market. This invites for a single consistent message suiting the needs of every possible media channel.

2.      Emphasis laid on conversions 

The tech-savvy PR professionals are better aware of the importance of conversions in tracking views and prefer it much more often than the metrics. According to several digital media surveys and studies, client companies and PR agencies both are investing more in social media, SEO, email and web marketing channels in order to get track conversions.

3.      Podcast measurement will witness a rise 

The market is coming up with certain apps that will reveal when and what listeners like or dislike in individual episodes. This will create a better picture in the podcasters and media professionals mind regarding how the people are reacting to a particular podcast. This, in turn, will help the brands to appropriately gauge the effectiveness of podcasts they are flushing their money out on.  

4.      Micro-influencers will gain importance 

To get hold of the best possible influencers for their brands, PR and marketing teams will rely heavily on social media monitoring and measurements. Brands will realize that people love to hear the praise from a person’s account that they trust rather than the accounts that they are completely stranger to. Keeping this in mind, PR teams will get their client’s message communicated in the market with the help of micro-influencers. Micro-influencers are no celebrities but are rather the average ones with a considerable amount of followers.

5.      Measure in accordance with the context

In the present time, it’s often noticed that media placements are measured in isolation from the marketplace. This earns up only a tiny amount of benefits as compared to the efforts invested and offers a narrow and erroneous view of the real results. But, in the future, this will change and PR and marketing teams will emphasize more on metrics that offers a complete context of what’s happening with competitors and in the industry as a whole.