Key metrics to report on in 2022
How can we meaningfully measure our PR when the technology and the goal posts are always shifting? Join measurement king Richard Bagnall to learn:
What PR measurement trends we will see in 2022
How to decide which metrics fit your campaign
How to bring meaning to the numbers (and demonstrate clearly the value of your work)
Modern PR measurement is a tough cookie to crack, with the recipe for what works changing constantly. You wouldn't be the first PR to have asked yourself:
How can I decide what to measure for each campaign?
How do I derive meaning from the numbers?
Which metrics can help me demonstrate the value of my work?
Thankfully, we've found just the man to answer those questions. As Co-Managing Partner of the oldest PR measurement and analytics powerhouse CARMA, and Chairman of the International Association for Measurement and Evaluation of Communication, AMEC, Richard Bagnall has all but written the book on PR measurement.
This episode first aired on Thursday 3rd February 2022
01:11 Richard shares about his history in the industry, how he got into it, and his passion for PR measurement.
05:39 How far has public relations come in the last 25 years, and where are we going next?
06:52 “We live in the era of accountability.” We use measurements to account for the work that we do in public relations.
07:25 “What the CFO is looking for is for PR and comms professionals to prove their value. How do you prove your value? You prove your value by being able to demonstrate that you have supported the organization that you work for against some of its key objectives.”
08:03 The importance of thinking ahead when it comes to tracking metrics.
09:34 Making sure the metrics are actionable and valuable.
10:28 “80% of the industry is still at that sort of tactical, backward looking measurement, just counting some big numbers and only the enlightened 10 or 20% are looking for stuff that really does help them with their strategy.”
11:50 How the 80% and 20% differ in their measurement approaches.
13:07 Measurement should be able to answer:
14:15 Success should be measured by results, not activity.
15:08 “We don't want to be busy fools. We want to be a value creators.”
18:06 How measurement has shifted in PR over the years.
19:27 “There's three core components that I I'd like everyone to think about. There’s output, outtakes and outcomes. And what we have to do is move our measurement from just outputs to say, well, what are the outtakes and what are the outcomes?”
23:08 How marketing and PR differ in their respective measurement tracking.
23:54 So what do we track exactly?
27:31 Telling a “meaningful measurement story.”
30:18 Engagement metrics are easy to manipulate, and much of the digital advertising analytics are problematic.
32:34 Is “share of voice” necessary in PR measurement?
34:55 Actual static metrics are less important than month-over-month tracking and improvement.
36:59 “All models are flawed, but some are useful.”
38:43 How often should you be reporting on metrics? “I think it's a lot about the rhythm of your business and your organization and how, how frequently it's useful.”
39:01 The pandemic changed how we manage and monitor measurements.
41:23 “I think of the Roman God, Janice. Who is where the word January comes from. He sat at the head of the year and he had two faces, and one face look to the future and the coming year and the other face looked to the past. And I think that's how we should think about measurement today.”
42:47 “Begin simply, but simply began.” Measurement doesn’t need to be as complicated as we make it sometimes.
43:24 Measurement Maturity Map
47:02 Recruitment and hiring for PR measurement
48:32 “’Let’s face it, PR’s biggest, dirtiest secret is: it doesn’t plan.’”
50:06 “If we don't have a plan, we're not going to measure it. We're just going to count nonsense. And we're going to risk becoming obsolete as, as PR professionals.”
51:58 The point of measurement hasn’t changed, but the ways we measure have changed.
52:50 Measurements in social media and the special considerations of that (frequently manipulated) data.
"how do we decide what's worth measuring?". What have you found to be the most commonly helpful metrics to track?
Answer: 23:54–25:04 (kinda)
What kind of campaign could social media metrics play into, and how do we derive meaning from likes/shares/replies?
Answer: 30:18–30:45, 31:30–32:18
Question sent in advance from Vanessa and her team: Can you explain "share of voice" and what it means? Is it necessary to use for PR measurement?
CARMA & AMEC
As CARMA’s Co-Managing Partner, Richard has advised international clients on the best ways to measure the effectiveness of PR and communications for the past 25 years. He has built or led some of the world’s best-known communications measurement consultancies, including Metrica, Gorkana and PRIME Research.
Richard began his career in public relations with roles at Saatchi and Saatchi’s PR consultancy, The Rowland Company, and medical charity the Royal College of General Practitioners.
Richard has been a board director of communications evaluation global trade association AMEC for over 10 years and has served as chair for the last 5 years. He has contributed to several business books on measuring communications and is an active long-term member of the UK Government’s GCS / Cabinet Office Evaluation Council. In 2013 he co-authored the UK government’s Capability Review of Digital Communications.
Richard is a Fellow of the PRCA and member of its PR & Communications Council, a member of the Chartered Institute of Public Relations, an Honorary Lifetime Fellow of AMEC and was inducted into PR News’ Measurement Hall of Fame in 2017.
Subscribe to the series
Never miss an episode
The Roundtable is an ongoing series of livestreamed shows where we ask comms experts to share their experience and answer your questions. Sound like it's right up your alley?
How to turn your news into a story
Join global expert in branded content (and former journalist) Melanie Deziel to learn:
How to think like a journalist
How to make your pitches irresistible
How to spot storytelling opportunities
What metrics to report on in 2022
How can we show the value of PR? Join measurement king Richard Bagnall to learn:
What trends we will see in 2022
How to decide which metrics to use
How to bring meaning to the numbers
The biggest PR stories of 2021
Join Stephen Waddington as we revisit PR highlights from the past 12 months, including:
UK Tory Christmas Party video leak
The Facebook Papers
Alec Baldwin's botched crisis comms
How to start your own PR agency
Breaking out on your own is a dream for many PRs. Join Bram Smets & Sara Griffin to learn:
How to carve out a personal niche
Advice on starting out on your own
Expectations vs reality
PR's big tech problem
Why are we so slow to adopt new tech? Join data wizard Christopher S. Penn to learn:
What PR gets wrong about technology
Tried & tested tools to help you today
PR five years from now
How not to be evil
Success that gives value compounds over time. Join Rand Fishkin to learn:
How to find your best audience
Ways to build trust & authority
The key to organic growth
How to build a solid PR strategy
Laura Sutherland & Gini Dietrich live and breathe data. Join us to learn how to:
Use data to inform your comms strategy
Plan effective content using PESO
Set & measure realistic goals
Pitching to podcasts
Join podcaster, TV host and all-round Media Maven Christina Nicholson to learn:
Why podcasts are the #1 way to grow your brand
How to pitch to podcasts
Essential gear & how to start
Making your email pitch land
Jacob Hauge & Karen Schellekens get some of the highest campaign open rates on Prezly. Join us to learn:
How to build an effective pitching list
The best way to personalize your pitch
How (and when) to follow up
How writers want to be pitched
Kelsey Ogletree and Holly Brockwell get dozens of pitches per day. Join us to learn:
What editors look for in a pitch
How to start a conversation
How writers pitch their stories
How to pitch to anyone
Dmitry Dragilev's DIY PR got his startup acquired by Google. Join us to learn how to:
Find journos eager for stories & sources
Write a subject line that gets 70% opens
Pitch to podcasts and webinars
Keeping your contact lists current
Comms experts Manon Gerlo & Paulo Senra know PR. Join us to learn how to:
Save hours updating media lists
Find journos who are looking for stories
Keep communicating through a crisis
Taking your PR team remote
Going remote takes more than just Zoom. Join Jaspar Eyears & Sigrid Somers to learn:
How Jaspar took his 150-strong team remote
How Sigrid manages media relations amidst COVID-19
How to make the transition smoother
What can we learn from gaming PR?
Chris Bond & Marion Muller know it takes more than a good story to get noticed. Join us to learn how to:
Use gaming PR strategy in your industry
Do global outreach with a small team
Use your community to get the word out
Be a speaker on The Roundtable!
Are you uniquely placed to offer valuable insights for our comms community? Is there a topic you're almost too excited to discuss? If so, we'd love to hear from you :)