Building an Integrated PR & Marketing Measurement Plan



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PR and Marketing Measurement

New AirPR Webinar Explores How to Measure True Multi-Channel ROI

We live in the age of the integrated marketing campaigns. Instead of sending a single email or posting a blog, companies leverage a myriad of tactics to drive their message: social media, PR, content, PPC and more. And while it’s easy to measure how every separate channel of a campaign performs, integrated marketing requires that you measure how well the different channels work together.

The integrated marketing and PR measurement challenge

If we have all of the single channel metrics and measurements at our fingertips, why is it so difficult for marketers and communicators to implement a truly integrated measurement plan? Robert Rose, Chief Strategy Advisor at the Content Marketing Institute explains, “In many ways, marketing has become siloed even from itself. We now have ever more fragmented teams, such as PR, Marketing, Demand Generation, Brand, Web, Digital, etc. and they are all focused on their own strata of the buyer’s journey. So, the inevitability is that many different teams are (ironically) competing for credit for the same customer. This creates a scenario where marketing teams are assigning only their own attribution, and the company avoids developing an integrated measurement plan.”

Breaking down silos within the marketing mix is paramount to success in building an integrated measurement plan. That said, figuring out how to get started with this isn’t as simple as it sounds.

Identifying the goal

PR professionals, marketers and social media managers frequently have different objectives and measurements that are difficult to integrate. According to Heidi Sullivan, President of HKSully Consulting, “It’s as if we’re all speaking different languages. The CMO or CCO can get frustrated trying to translate across channels. When everyone on the team is aligned with goals and metrics, we all start speaking the same language.”

Robert Rose explains further how to get started: “The key is understanding what the real goal is. The primary definition of a goal is that it can be translated to revenue or cost savings. If it can’t, it’s not a goal. Too often we focus on the vanity metrics that measure content consumption and not progress toward a real goal. Only when we start defining true business goals, can we measure progress toward real return on that investment.”

New AirPR webinar explores the integration challenge in-depth

On Wednesday, October 25th at 9 am PT/12 pm ET, AirPR is hosting a free webinar “Building an Integrated Measurement Plan.” Join Robert Rose and Heidi Sullivan to hear practical advice on how to build a holistic measurement plan that incorporates PR, earned media, and owned media KPIs into your traditional metrics.

You’ll learn:

  • A framework for measurement across the Paid, Earned, and Owned media models – and how to differentiate goals, KPIs and metrics to achieve success.
  • The key metrics and KPIs that must be in your dashboard.
  • How to measure the contribution of messaging, content, social media, PR, blogs and more to your overall program.

Robert and Heidi will outline the challenges and give practical tips, as well as allow plenty of time for your questions, providing a truly interactive opportunity to address your biggest measurement challenges. Click here to register and find out more.