Reinvent Your PR Plan: Progressive Metrics and Common Mistakes to Evade
To elevate your PR strategy, use top-tier metrics like article-level reach, audience persona analysis, Share of Voice (SoV), and smart media planning. Avoid common pitfalls, like using domain traffic data as article reach or static media lists. Remember, understanding your audience and their behaviour is key, and leveraging the right data can keep you ahead in the dynamic world of PR.
Ready to take your PR game to the next level?
In the ever-changing field of Public Relations, staying ahead is crucial. With the right insights and metrics, you can significantly improve your communication planning and measurement. However, it’s important to understand where these metrics come from. For years, most insights were based on output-focused metrics primarily derived from print media.
News consumption behavioral data is revolutionizing PR analytics by focusing on reader behavior in online news outlets. With advanced AI models, Arkreach reveals key trends and insights reflected in the advanced metrics used in our modules.
In this guide, we’ll explore some essential progressive metrics to enhance your PR strategy and highlight common pitfalls to avoid.
1. Article-level reach
You’ll Gain: The reach of your online article, which refers to the number of people who visited and engaged with your content.
Avoid: Don’t use domain traffic data and label it as the article’s reach. This is an outdated method!
2. Audience Persona
You’ll Gain: A demographic and psychographic profile of the individuals who consumed your article. This is the most effective way to determine if your articles are reaching your intended target audience. If not, consider altering your strategy and use our Media Planning module for precise targeting across 97200 persona segments.
Avoid: There’s no need to guess where your target audience gets their news. Trust the data.
3. Share of Voice
You’ll Gain: SoV is calculated by the number of people your article reaches within the total category audience size (CAS), i.e., within the sub-segment where the article is hosted (e.g., thehindu.com/health/<your article>; ‘health’ is the sub-segment that provides the CAS – the maximum number of people your article can reach).
Avoid: Don’t use the quantity of published articles as a benchmark for SoV. It might work for print, but for online, it’s counterproductive.
4. Media Planning (media list)
You’ll Gain: An in-depth look into 27 media categories, enabling you to customize your unique media list based on your targeted audience persona for near real-time data. Dynamic media lists offer predictive reach even before you start your outreach.
Avoid: Avoid using static media lists with monthly domain traffic data as the output for your coverage. Online readers demonstrate dynamic behavior, and the numbers on the media list change almost daily based on your targeted audience set. Stay ahead of the curve!
