Why PR Pros Lie When They Say “We Don’t Do Math” and Why The Future of PR is Numbers Driven
Ok, hear me out before you come at me.
For years I have quickly pointed out my “lack” of mathematical prowess any time anyone remotely brings up a math-related conversation. Usually commenting that public relations practitioners are “in PR because we don’t do math.” It’s true that writing is a key skill for PR pros, but—although I know I’m not along in disliking math—PR is a measurement sport, or at least it should be.
Beyond things like crisis management, outreach strategies, content creation and hefty writing activities (i.e. news releases, blog posts, social content development, media briefers, key message documents, corporate branding, speech writing and captivating pitches), a lot of what we do behind the scenes all leads to an exercise routed in numbers, and whoever tells you otherwise is lying.
Though we manage and balance client budgets, event figures like RSVP counts and fees and make recommendations on amplification targets and investment potentials, KPIs (key performance indicators) are the ultimate measurement for any client’s success.
KPI however, is a very broad term. It can measure number of impressions, website/link traffic and referrals, social media engagement, overall growth among other things. It’s often understood that PR can be hard to evaluate due to the intangible nature of public understanding/sentiment around a brand.
So, how do we measure visibility and awareness? Glad you asked.
Through numbers! We measure awareness and success with analytics to show a client’s investment was well spent.
Depending on a client’s goals, we look at a variety of numerical outcomes to measure effectiveness of a campaign, such as:
Overall reach and media impressions as a conduit to reach potential eyeballs – whether those eyeballs are consumers, investors, partners or other
Brand and key message mentions
Engagement with content through comments, shares, likes, click-throughs, etc.
Per cent market share of a conversation, i.e how often our clients are named or interviewed in relation to a key topic versus competitors
Sign-ups or pledges for social causes
Increase in follower count
And much more
Now keep in mind, these might not be the hard-hitting numbers most brands tend to focus on, but they are super important when understanding the user journey, what matters to your audience, how they are engaging with your brand/content and so much more. It’s these “numbers” that will help paint a picture and ensure long-term growth.
There you have it. Numbers galore!
Key takeaway: Connecting any client return on investment with the right numbers and valuation—especially when it comes to things like digital PR success (which are so much easier to track and can provide great insight into who’s watching you)—will continue to be a key factor for PR pros looking to track success.