Determining Key Performance Indicators for Digital PR Outreach
Posted: Thu Feb 13, 2025 10:17 am
The influx of data available to marketers and PR professionals to measure the impact of their work allows us to move away from vague metrics like “reach” and the vague goal of “more exposure.” Instead, we are able to focus on metrics that are truly what we are trying to measure: the impact of digital PR efforts.
We all have our own theories and educated guesses about which metrics are most important and what each of them is related to, but without further research, theories remain theories (or expert opinions, at best). Operational research allows businesses to use the scientific method to provide managers and their teams with a quantitative basis brazil number data decision-making. Operationalization is the process of rigorously defining variables that transform imprecise concepts (in this case, the effort and success of your digital PR team) into variables that can be measured empirically and quantitatively.
One indicator has been identified to best measure your efforts in campaign outreach. It is a precursor to all of the indicators below: Volume of pitch emails sent for each campaign.
Since not all pitches are created equal, the indicators below best describe outreach success, such as the quality of outreach correspondence, time efficiency to secure press, campaign effectiveness, and media mentions secured. Each multidimensional metric can be described by a variety of measurements, and all are encompassed by the independent variable of the volume of pitch emails sent for each campaign.
Some indicators can be better measured using more than one metric, so for the purposes of this post, here are three metrics to illustrate each of these three KPIs to present a more comprehensive picture of your team's performance:
We all have our own theories and educated guesses about which metrics are most important and what each of them is related to, but without further research, theories remain theories (or expert opinions, at best). Operational research allows businesses to use the scientific method to provide managers and their teams with a quantitative basis brazil number data decision-making. Operationalization is the process of rigorously defining variables that transform imprecise concepts (in this case, the effort and success of your digital PR team) into variables that can be measured empirically and quantitatively.
One indicator has been identified to best measure your efforts in campaign outreach. It is a precursor to all of the indicators below: Volume of pitch emails sent for each campaign.
Since not all pitches are created equal, the indicators below best describe outreach success, such as the quality of outreach correspondence, time efficiency to secure press, campaign effectiveness, and media mentions secured. Each multidimensional metric can be described by a variety of measurements, and all are encompassed by the independent variable of the volume of pitch emails sent for each campaign.
Some indicators can be better measured using more than one metric, so for the purposes of this post, here are three metrics to illustrate each of these three KPIs to present a more comprehensive picture of your team's performance: