<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa12480d21a7d34d758185_651d3d5b6f0ccb497da4f650_64e5c6e1473e48ccd064a416_Investing%252520in%252520PR%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>News</span> <h1 class="gn-title">Round-up: Measuring the Impact of your PR activity - How to Start?</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>22 September 2023</span> <span class="pip"></span> <span>5 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">In today's digital age, a <strong>PR professional must wear several hats and require a diverse skillset,</strong> including knowledge of SEO, influencer marketing, social media campaigns, link building and trending topics to share a real understanding of the <strong>impact of PR activity.</strong></p> <p class="gn-reveal">In our latest workshop, 'Investing in PR – Finding a Measurable Strategy for your Business', our experts discussed <strong>key industry-level changes in the PR world</strong>, how PR as a 'channel' fits in amongst other elements of a wider marketing strategy – including <strong>how to measure the impact of your PR activation</strong>, and ultimately make the case for investing further in 2023.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/hayley-goff-67958513/" target="_blank"><strong>Hayley Goff</strong></a>, CEO, <a href="https://whiteoaks.co.uk/" target="_blank"><strong>Whiteoaks International</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/jameswdcrawford/" target="_blank"><strong>James Crawford</strong></a>, Managing Director, <a href="https://www.pragencyone.co.uk/" target="_blank"><strong>PR Agency One</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/joseph-norton-4a61b01a3/" target="_blank"><strong>Joe Norton</strong></a>, Digital PR Strategist, <a href="https://www.impressiondigital.com/" target="_blank"><strong>Impression</strong></a></p> <p class="gn-reveal"><a href="https://www.linkedin.com/in/kate-hutchinson-574552113/" target="_blank"><strong>Kate Hutchinson</strong></a>, Account Director, <a href="https://hatch.group/" target="_blank"><strong>Hatch</strong></a></p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <p class="gn-reveal"><strong>In this Article:</strong></p> <p class="gn-reveal"><strong>Key industry-level changes in the world of PR</strong></p> <p class="gn-reveal"><strong>Clarifying your PR objectives and approach to activation</strong></p> <p class="gn-reveal"><strong>Measuring the impact of your PR activity – Where to start</strong></p> <p class="gn-reveal">READ OUR KEY LEARNINGS FROM THE SESSION BELOW, OR WATCH THE FULL WORKSHOP <a href="https://www.thegonetwork.com/resources/playback-investing-in-pr-finding-a-measurable-strategy-for-your-business" target="_blank"><strong>HERE</strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">01</span>Key industry-level changes in the world of PR</h2> <p class="gn-reveal">As social media and other factors have a <strong>greater impact on the way we engage with audiences</strong>, the needs of companies and consumers will also change, requiring PR professionals to break out of their traditional roles.</p> <p class="gn-reveal">Below <strong>Hayley</strong> shares some of the biggest <strong>industry-level changes</strong> affecting the world of PR this year:</p> <h3 class="gn-reveal">Current economic climate</h3> <blockquote class="gn-blockquote gn-reveal">"Due to the current economic climate, budgets are being squeezed more than ever before, which means clients are rightly <strong>requesting to see clear ROI</strong> from their PR and Comms investment."<cite>Hayley Goff · CEO, Whiteoaks International</cite></blockquote> <h3 class="gn-reveal">Use of AI technology</h3> <blockquote class="gn-blockquote gn-reveal">"The use of AI is embraced and tested across the PR industry, <strong>which aims to drive real efficiencies</strong>. However, professionals need to establish a way to work with AI whilst keeping people at the heart of that strategy to ensure <strong>a strong comms and creative approach</strong>."<cite>Hayley Goff · CEO, Whiteoaks International</cite></blockquote> <h3 class="gn-reveal">Growth of influencer engagement</h3> <blockquote class="gn-blockquote gn-reveal">"Whilst brands are still working with traditional media, we're also seeing those relationships expanding out into influencers with the <strong>right credibility and reach of their target audience</strong> – whether that be academics, social influencers, associations, or market analysts."<cite>Hayley Goff · CEO, Whiteoaks International</cite></blockquote> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/key-considerations-when-implementing-an-influencer-marketing-campaign-from-our-experts" target="_blank"><strong><em>Key Considerations when Implementing an Influencer Marketing Campaign</em></strong></a></p> <h3 class="gn-reveal">Brand authenticity</h3> <blockquote class="gn-blockquote gn-reveal">"In the age of scepticism, <strong>brands must demonstrate they have a clear purpose</strong>, and are being authentic or responsible, whether that's from an ESG perspective, or trying to engage a younger generation."<cite>Hayley Goff · CEO, Whiteoaks International</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-brand-loyalty-why-it-matters-how-to-measure-and-routes-to-success" target="_blank"><strong><em>Brand Loyalty – Why it Matters, How to Measure, and Routes to Success</em></strong></a></p> <h3 class="gn-reveal">An integrated approach</h3> <blockquote class="gn-blockquote gn-reveal">"Modern PR is about engaging and influencing audiences, across all channels of communication, and should <strong>sit at the heart of any integrated strategy</strong> – this includes using social media to share, engage, and enforce your narrative, or utilising paid strategies to amplify those narratives."<cite>Hayley Goff · CEO, Whiteoaks International</cite></blockquote> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-4-pr-trends-that-will-shape-your-2023-marketing-strategy" target="_blank"><strong><em>4 PR Trends to Shape your 2023 Marketing Strategy</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>Clarifying your PR objectives and approach to activation</h2> <aside class="gn-quote gn-reveal"><q>Campaigns no longer sit in isolation.</q><cite>James Crawford · Managing Director, PR Agency One</cite></aside> <p class="gn-reveal"><strong>James</strong> highlights, "you've got to deep dive into a brief and interrogate those objectives <strong>to find out what they really mean</strong>, only then you can start to measure those things.</p> <p class="gn-reveal">It's about telling the story of how the campaign's gone, and how it fits into the other media that you have – <strong>campaigns no longer sit in isolation</strong>.</p> <p class="gn-reveal">So, by using an evaluation framework such as <a href="https://amecorg.com/amecframework/" target="_blank"><strong>AMEC</strong></a>, you can start to show people that first and last click, meaning you can start to tell a story over time of how that journey is going.</p> <p class="gn-reveal">This goes back to the point of trying to find out what a client really wants – particularly around brand awareness – <strong>Do they mean greater visibility? Do they want consideration, loyalty, or purchase?</strong> And then you can start to devise campaigns that work against those objectives."</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Hayley Goff, CEO of Whiteoaks International on Modern PR Strategies" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a73decfeaa03853a08728a_650d5bd2c7e8bfee802e8793_Hayley.png" width="auto" height="auto" loading="auto"></div> <figcaption>Hayley Goff, CEO of Whiteoaks International, speaking at the 'Investing in PR – Finding a Measurable Strategy for your Business' workshop.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Measuring the impact of your PR activity – Where to start</h2> <p class="gn-reveal">With advances in technology and increasing data analytical services, there has been a huge shift to ensure <strong>PR campaigns are reaching the right audiences and meeting intended KPI's</strong> such as brand awareness and visibility, ultimately leading to a tangible ROI.</p> <h3 class="gn-reveal">Measuring the creative elements</h3> <p class="gn-reveal"><strong>Kate</strong> says, "if it's housed on the social side of things, then you should be looking at impressions, engagement, number of content shares, or how many people can relate to it, but then there is the more qualitative side of measurement – so <strong>who was engaged with this? How have they reacted to it?</strong></p> <p class="gn-reveal">With a lot of campaigns, <strong>it can be beneficial to have more of a content hub</strong> and build an area where that creative sits, so you can then measure how that performs and link it back through your PR, social channels or other activity.</p> <p class="gn-reveal">So, if you create a content hub for a particular campaign, you can track how that particular creative and all those elements sit in comparison to other areas of the site.</p> <p class="gn-reveal">The key thing is you can measure a lot of metrics but it's wider than that, <strong>because it's how that compares to what you're currently doing or how you've previously done it </strong>to identify the scope and the change in that."</p> <p class="gn-reveal">View our Round-up: <a href="https://www.thegonetwork.com/news/round-up-how-to-get-more-from-your-creative-strategy" target="_blank"><strong><em>How to Get More from your Creative Strategy</em></strong></a></p> <h3 class="gn-reveal">Measuring from a digital perspective</h3> <p class="gn-reveal"><strong>Joe</strong> says, "In terms of those top-level metrics from a digital perspective, we would look at <strong>backlinks and unlinked piece of coverage</strong>.</p> <p class="gn-reveal">Beyond that, you want to ensure that those and the activity we're carrying out is having an impact on your keyword rankings, organic visibility, which ultimately should <strong>increase the number of leads and conversions from your site</strong>.</p> <p class="gn-reveal">So, when working with clients, we would use <strong>Google Analytics</strong> to monitor those metrics, the backlinks, and what impact they're having."</p> <p class="gn-reveal"><a href="https://www.thegonetwork.com/news/round-up-ga4-and-more-getting-the-best-from-your-digital-analytics" target="_blank"><strong><em>GA4 and More – Getting the best from your Digital Analytics</em></strong></a></p> <p class="gn-reveal">He adds, "when it comes to organic visibility, that's very much <strong>a shared effort between digital PR and SEO</strong> – you can secure as many links to a website as you like, but if that site or particular page isn't optimised from a SEO perspective, then the work that's been carried out <strong>isn't going to have the greatest impact.</strong>"</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Measuring the impact of your PR activity – Where to start</h4> <ul> <li><strong>Clarify what your client really wants.</strong> You've got to deep dive into a brief and interrogate those objectives to find out what they really mean, only then you can start to measure those things.</li> <li><strong>Use an evaluation framework.</strong> By using an evaluation framework such as AMEC, you can start to show people that first and last click, meaning you can start to tell a story over time of how that journey is going.</li> <li><strong>Build a content hub.</strong> With a lot of campaigns, it can be beneficial to have more of a content hub and build an area where that creative sits, so you can then measure how that performs and link it back through your PR, social channels or other activity.</li> <li><strong>Track digital metrics end to end.</strong> When working with clients, we would use Google Analytics to monitor those metrics, the backlinks, and what impact they're having.</li> <li><strong>Align digital PR and SEO.</strong> When it comes to organic visibility, that's very much a shared effort between digital PR and SEO – you can secure as many links to a website as you like, but if that site or particular page isn't optimised from a SEO perspective, then the work that's been carried out isn't going to have the greatest impact.</li> </ul> </aside> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-investing-in-pr-finding-a-measurable-strategy-for-your-business" target="_blank"><strong>WATCH THE FULL WORKSHOP PLAYBACK</strong></a></p> <p class="gn-reveal"><em>If you're investing in a PR Strategy this year, make sure you're getting the most from your time. GO! offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/investing-in-pr-finding-a-measurable-strategy-for-your-business" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in PR - Finding a Measurable Strategy for your Business</span> <span class="gn-related__excerpt">Experts from Whiteoaks, PR Agency One, and Impression break down how to measure PR ROI, fix common misconceptions, and make the case for sma</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-ux-to-supercharge-your-digital-marketing-performance" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in UX to Supercharge your Digital Marketing Performance</span> <span class="gn-related__excerpt">Prove UX investment to stakeholders, benchmark your site or app performance, and get practical optimisation steps from agency experts at The</span> </a> </li> <li class="gn-related__item"> <a href="/articles/pr-in-2023-what-to-expect-and-where-to-start" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">PR in 2023 - What to Expect and Where to Start</span> <span class="gn-related__excerpt">Agency PR leaders share what&#39;s changing in comms, influencer, and brand partnerships , plus practical steps to build a measurable PR strateg</span> </a> </li> <li class="gn-related__item"> <a href="/articles/from-bland-to-bold-how-tone-of-voice-drives-brand-recognition" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">From Bland to Bold: How Tone of Voice Drives Brand Recognition</span> <span class="gn-related__excerpt">Agency experts share frameworks for crafting a distinctive brand voice, keeping it consistent across every channel, and measuring its real i</span> </a> </li> </ul> </aside>