If your organization is investing in media relations, how are you measuring its success? What are you evaluating other than the number of media hits per quarter or year?
Without identifying Key Performance Indicators (KPIs) on the front end, it’s difficult to know where to focus your media relations efforts and then evaluate the results. As legendary management guru Peter Drucker said, “you can’t manage what you can’t measure.” That’s why every organization – whether working with an external public relations partner or an internal communications team – should set media relations KPIs at the start of an engagement or campaign.
How do you do it? The first step is pinpointing the “why” behind your media relations efforts. When you can articulate exactly what you want to achieve through media relations – whether it’s increasing brand loyalty, driving patient volumes or supporting physician recruitment – you can set KPIs to measure whether your efforts are successful and then shape your media relations strategy so you are targeting the right audience with the right messages.
Because every organization’s business and goals are different, KPIs will vary from company to company and even project to project. Click here to download a one-page summary of the top KPIs Lovell tracks for its health care media relations clients. Below are the first three, to give you a peek at our recommendations.
The measurement of KPIs should be part of any good media relations strategy. It helps prove the value of a company’s investment and shows how a company compares to its competitors and the direct impact media relations has on business goals. Click the link above to download our one-pager on media relations KPIs (it does not include advertising value equivalency!) or drop us a note at email@example.com to talk about your media relations goals.
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