it isn’t sufficient to only hold a working tally of what number of media hits you get and use that as an indication of success. However you additionally aren’t certain the right way to current precise, nuanced information that signifies actual success (or room for enchancment) in a means your management will perceive.
Katie Delahaye Paine, founder and CEO of Paine Publishing, has a greater means. She introduced her scorecard at PR Every day’s Media & Measurement Convention, and it’s value taking in your personal measurement functions.
The cardboard is self-explanatory: Reasonably than merely measuring whether or not or not you bought ink, measure it based mostly on how optimistic it’s towards your general targets. The extra optimistic, the extra factors. Likewise, subtract factors for issues which may hurt your model.
This concept serves as a strong basis for limitless customization. You could possibly 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
- Comply with-up metrics, together with new purchases after publication, new followers or web site visits
The record goes on. No matter metrics matter to you — optimistic and adverse — will be added to this framework to construct a totally custom-made scorecard that’s simple for these up the ladder to know at a look.
What would you add to your scorecard?
COMMENT
