Measuring the effectiveness of public relations is usually about surrounding oneself with statistics that do not necessarily have any meaning. People approach the measurement of effectiveness from a tactical, not a strategic, point of view.
Let's assume we run a football club
Will our success be measured by the number of sports shoes we buy? Total length of shoelaces? Or the number of recycled tubes of hair gel used by football players in the locker room? Definitely not. Success will be determined by the actual result, not even a single match, but the winning of the championship.
What is the championship we play for in PR?
It is certainly not the number of press articles, nor is it the AVE indicator. These are only a means to an end (AVE is not necessarily the best indicator, but we will write about it in another blog post). The ultimate goal is usually to increase sales. An intermediate goal, from the point of view of communication, is to build trust in the brand and the company. Thanks to trust, you can simply sell more.
Building trust is our goal
So what can we examine? In fact, only one thing is important. The degree to which our company fits the expectations of the audience. Yes, people expect something from us. They hope that how we behave, or how we will behave, is and will be in line with their expectations. It's worth checking out Wikipedia to see what confidence means. Exactly what is written in the first sentences of this paragraph.
Yeah, we can test the trust
We can do this in many ways. This can be done with a research company; it can be a satisfaction survey system, embedded in the daily processes of contact with customers. Measuring trust is nothing more than measuring the effectiveness of communication. The expected result is what people think, feel and behave.
Let the press article remain an important tool rather than the ultimate goal.