Every PR agency tracks progress in some form or another. In addition to maintaining a record of the value of your media relations efforts, tracking and analyzing placements can provide valuable insights into what’s working and what isn’t.
Unfortunately, things can get complicated when you need to pull data from international partners. This becomes especially apparent during broader presentations, like quarterly reports.
Many companies hire multiple agencies that specialize in their own territory, but these agencies often have differing ideas about specific metrics. Add to that language barriers and desynchronized work hours, and international reporting can get messy quickly.
This series will provide tips to unify your PR tracking and reporting, making things easier for both you and your international partners. First up…
Agree on Metrics Beforehand
Any time you bring a new agency into the mix, or before you overhaul your reporting procedure, make sure everyone agrees on what should and shouldn’t be recorded, and what you want to do with that data. Some considerations include:
- Do you want to include press release pickups with earned media placements, or record them separately?
- How will you evaluate the quality of your coverage? Do you want to set up a scoring system that records if a piece included a quote from an executive? How about tracking competitive mentions, or specific messaging? If you want to capture these granular details, make sure everyone in the tracking process is looking out for these criteria.
- Understand that different regions require different media relations approaches. In some regions, for example, press releases may be significantly more effective than in others. Talk to each partner to make sure the criteria you settle on does not skew the results and make one region look less effective than it really is.
Once you have agreed between partners which criteria are important to your organization, you can proceed to create a tracking document, which is the second story in this series.