You realize it isn’t sufficient to only maintain a operating tally of what number of media hits you get and use that as an indication of success. However you additionally aren’t certain the way to current precise, nuanced knowledge that signifies actual success (or room for enchancment) in a manner your management will perceive.
Katie Delahaye Paine, founder and CEO of Paine Publishing, has a greater manner. She introduced her scorecard at PR Each day’s Media & Measurement Convention, and it’s price taking on your personal measurement functions.
The cardboard is self-explanatory: Relatively than merely measuring whether or not or not you bought ink, measure it primarily based on how constructive it’s towards your general targets. The extra constructive, the extra factors. Likewise, subtract factors for issues which may hurt your model.
This concept serves as a stable basis for limitless customization. You would add fields for various matters, together with:
- How related an outlet is to your viewers
- General reader/viewership
- Whether or not your management is quoted
- Whether or not there are hyperlinks to your social media or web site
- Observe-up metrics, together with new purchases after publication, new followers or web site visits
The record goes on. No matter metrics matter to you — constructive and destructive — could be added to this framework to construct a totally custom-made scorecard that’s simple for these up the ladder to grasp at a look.
What would you add to your scorecard?
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