In our last article, we talked about how to measure the success of your PR campaigns. Now, let’s dive into the tools that can help you do just that.

Google Analytics

Website traffic monitoring

Google Analytics is a powerful tool for seeing how well your PR campaigns are driving traffic to your website. It shows you where your visitors are coming from, whether it’s direct traffic, referrals from other websites (including those featuring your PR stories), organic searches, or social media.

User behaviour analysis

Google Analytics also lets you peek into how visitors are behaving on your site. You can check out key stats like how long they stay on a web page, how many pages they visit, and whether they leave after just one page.

Campaign tracking

With Google Analytics, you can set up specific campaigns to see how different PR efforts are performing. By using UTM parameters (URL tracking tags), you’ll know exactly which press releases, media mentions, or social posts are driving the most traffic and engagement.

Conversion Tracking

Want to know how your PR work is impacting business goals? Google Analytics helps you track conversions! Whether that’s form completions, newsletter sign-ups, or purchases, you'll have a clear picture of your PR ROI.

Media Monitoring Tools

Real-time media monitoring

Media monitoring tools are your eyes and ears across the web, tracking mentions of your brand, competitors, or industry across news sites, blogs, social media, TV, and radio. They give you a full view of your media presence in one place.

Sentiment analysis

Tools like the above often come with sentiment analysis features, which monitors whether the buzz around your brand is positive, negative, or neutral. This helps you understand public perception and spot any potential crisis'.

News alerts

Set up alerts for specific keywords or phrases, and you’ll get notified as soon as your brand is mentioned. This way, you can jump on opportunities or handle potential crises instantly.

Social media analytics

Platform-specific analytics

Most social media platforms like Facebook, Twitter, Instagram, and LinkedIn have their own built-in analytics. These show you how your content is performing, including metrics like reach (how many people see your posts), engagement (likes, shares, comments), and follower growth.

Third-party social media analytic tools

For even deeper insights, third-party tools offer detailed reports on engagement, audience demographics, top-performing content, and the best times to post.

Social listening tools

Social listening tools let you track what people are saying about your brand or industry across all social platforms. This helps you catch emerging trends, understand audience sentiment, and find influential content.

Influencer analytics

If your PR strategy involves working with influencers, analytics tools can track how effective those partnerships are. You can measure the reach and engagement from influencers, and see how specific mentions, hashtags, or links are performing.

Best practice reporting for PR campaigns

Measuring PR success isn’t just about counting mentions or website visits. It’s about getting the full picture of how your efforts are impacting your brand and business. By understanding the full scope of your PR efforts, you can make data-driven decisions that enhance your brand’s visibility, reputation, and overall success.

Ready to take your PR campaigns to the next level? Speak to Emma or Sophie to find out how we can support your brand objectives.