Rather than simply reporting a series of numbers to demonstrate value, at AMBITIOUS we take a more holistic approach to PR evaluation and measurement, applying the latest measurement methodology and guidelines from the Chartered Institute of Public Relations and the Barcelona Principles from the Association for Measurement and Evaluation of Communication.

Click here to find out more information on the Barcelona Principle 3.0.

The Barcelona Principles focus on the need to set measurable goals and then identify impacts and outcomes from a PR campaign rather than outputs – such as the outdated AVE metric. The Principles also identify qualitative and quantitative analysis as well as the value of social media.

Measuring success

The way we measure success is different for every client. We would work with you to set campaign goals, identify the best metrics to use to measure outcomes and impacts with the main driver being transparency, and drive future learning and insights to deliver the most value for your business.

Effective public relations will aid you in meeting business objectives through PR campaigns, traditionally with media relations. The PR remit has expanded in recent years to ensure that you provide the right content to target audiences in the right places, such as social media. PR measurement and evaluation ensure that your communications objectives are met.

Key digital metrics that PR professionals can track include clicks, comments and shares, visits to the website, link clicks, sentiment analysis and much more. Define what you want the business outcomes to be. 

Put in place proper public relations measurement to be able to assess the results of your work and provide even better content to your followers. What are the most important takeaways? Set up your goal clearly before you start the campaign.