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As the strategic research partner of Edelman, the world’s leading independent PR firm, our heritage is in communications research. We understand that useful research informs strategy that engages, persuades, and moves products, minds, and media alike.

We call this evidence-based communications.

How Do You Measure PR Success?

At StrategyOne, we see measurement as an integral part of the research cycle. That’s why we test and measure every PR program with your unique needs and objectives in mind. Through upfront analysis and ongoing dialogue, we create a truly customized approach to demonstrate return on marketing investment.

Measuring Progress Over Time

The Performance Indicator Progression tool outlined below was developed by experts at StrategyOne to demonstrate the value we place in measuring and evaluating campaign progress over time.

Performance Indicator Progression

1. Communications Outputs: Based on the communications outputs generated for a client, we use output metrics such as campaign reviews, news releases sent, emails sent, etc. to gauge the effectiveness of the audience-facing work.
2. Media and Peer to Peer Dialogue: Further evaluating the audience-facing efforts imposed, the media and peer to peer dialogue analysis will explore outputs generated from the campaign, including: news/press releases, and emails regarding the campaign, blog mentions, media coverage and the tone of that coverage.
3. Opinion Shifts: Exploring opinion shifts of our clients’ target audiences allows us to further verify the campaign’s success. Using data-driven survey research, we are able to measure attitudinal movements of key variables such as: percent awareness of the client, brand or campaign; percent hearing/believing campaign messages; percent agreeing with the brand positioning or issue framing.
4. Behavior Changes: More than any other measure of success, our aim is to meet our clients’ business expectations as they relate to outcomes and not just to coverage. By outcomes we mean advancing our clients’ business, not just saturating a market, whether that is to affect consumers’ behavior, increase sales, secure regulatory approval, access a specific market, attract foreign investment dollars into a country or region, or file a successful IPO. Although it can be difficult to do in every campaign, we strive to link our programs directly to our clients’ business goals. Notably, the long-term method for assessing communications effectiveness is by quantifying behavior changes of the target audience and/or impacts on real world events.

Crawl, Walk, Run, Fly

As companies evolve along the Measurement Maturity Model, desired objectives and outcomes evolve as well. While companies in the early phases of the model may seek to impact awareness or attention, companies in more advanced phases may develop initiatives with the goal of impacting sentiment, perception, influence, advocacy, trial, or purchase.