Key Performance Indicators (KPIs) are a metric used to assess as objectively as possible a company/brand’s achievement of tactical and strategic goals. It is the best way to asses the present state of a business, control its coverage in the media, and implement a strategy in a given period of time.

Applied to the media, there is a number of KPIs measuring how successful a PR campaign is, including the following foremost ones:

• share of positive/negative coverage of a company or its officers – measured against time to see its dynamics;
• share of key messages – the share of the coverage that communicates the key message of the PR campaign as opposed to the rest of the coverage that does not;
• key message perception analysis – was the objective of the PR campaign formulated properly and does its key message receive a positive response from audiences? The answer to this question may be crucial;
• handling of the media – does the media list meet the requirements of the PR campaign? What is the share of the coverage provided by the top reputed media? Are you reaching your target audience? Answers to these questions are important in helping achieve the goals of your PR campaign;
• branding evaluation – the share of the coverage containing pictures of a product, a logo or other visual attributes of a brand that reflects both the quality of the PR campaign (though not being a key criterion for any campaign’s success) and how attractive the brand’s image is to its audience.

KPIs may differ depending on the goals and strategy of the campaign.

Only professionals (!) can determine which KPIs are key ones for a given strategy. The wrong choice of KPIs could result in the wrong evaluation leaving the company on the wrong path!

We will help you determine the right KPIs for your strategy and conduct a quality evaluation based on them.