31 measurable PR objectives

Posted on: 2013-10-03 in eBooks


Everyone likes a freebie. This free ebook full of measurable PR objectives will enable you to prove the worth of your campaigns to clients, by Heather Baker.

Like many of you, I learned PR on the job and it was only 3 years into my career, when I set up TopLine, that I realised that the purpose of a PR campaign is not to generate coverage. The purpose of a PR campaign is to address a business challenge, which means any successful PR campaign has to start with objective setting.

So, we’ve trawled through oodles of PR case studies and created a list of 31 measurable PR objectives that we hope will be useful to you in designing campaigns that matter to businesses.

Here’s the first 10 to get your campaign measurement started:

  1. Objective: To launch X to Y audience, leveraging its USP

How to measure it: Increase in leads, sales, sign ups to a free trial, or awareness survey among target audience

 

  1. Objective: To put X back on the map

 How to measure it: Awareness survey among target audience

 

  1. Objective: To encourage trials of X by the Y community

How to measure it: Increase in trials of X

 

  1. Objective: To help the brand re-engage with X audience

How to measure it: Number of positive interactions (sales, enquiries, visits, social media engagements) between brand and audience

 

  1. Objective: To drive sales of X product

How to measure it: Increase in sales of X

 

  1. Objective: To reposition the brand as X, rather than Y

How to measure it: Awareness survey before and after. Messaging in public / media comment about brand

 

  1. Objective: To differentiate brand X from brand Y

How to measure it: Mentions of key differentiators in public / media comment about brand. Awareness survey before and after campaign

 

  1. Objective: To raise the brand profile of X outside of traditional channels

How to measure it: Increase in positive brand mentions in specified channels

 

  1. Objective: To encourage X audience to perform Y action

How to measure it: Number of X that performed Y

 

  1. Objective: To help X band gain market share (off Y competitor)

How to measure it: Change in market share

 

Eager for more? Download our PR account manager's handbook


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About this blog

heather.jpg

The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketing and B2B content marketing agency and takes contribution from anyone sensible in the industry with something intelligent to say.  Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].

 

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