Burson-Marsteller

Innovation & Insights » Media Intelligence Suite

P.R. Dashboard

Burson-Marsteller has developed a proprietary online campaign management dashboard. This tool uses the latest web-based technologies to deliver an instant “dashboard” view of a PR campaign via web browser. The report dynamically updates in real time to deliver a comprehensive view of all aspects of a PR campaign such as media activities, media analysis and coverage, and budgets.

PR barometers provide Management with a qualified report in which analysis results are summarized. Key Performance Indicators (KPIs) recommend appropriate measures to optimize communication, and this brings us back to the core of PR business.

Our Approach to measurement

The effectiveness of PR campaigns can be measured across a number of variables, ranging from the number of basic activities undertaken, to the actual business results achieved, across all platforms and through all channels. Along this spectrum measurement would fall into four categories.

• Measures of activity (e.g. campaigns and events implemented, key reporters contacted, press kits produced, collateral distributed, influencers and sites identified)
• Measures of output (e.g. quality and quantity of all forms of content across all platforms – print, broadcast, and online including blogs and message boards; favourability by message; and website traffic – number of visitors, unique vs. returning, time spent on site, pages viewed, etc.)
• Measures of impact (e.g. changes of perceptions, attitudes or behaviour of target audiences – Are they attending events? Are they downloading or sharing website content or participating in online forums/chats/discussions? Are they requesting to to be contacted, etc.)
• Measures of outcomes (e.g. changes in sales, market share, stock price, or legislative/regulatory victories that can be directly or partly attributed to influencer marketing campaigns)

Burson-Marsteller’s approach to communications strategy includes identifying the objectives clearly at the outset of every campaign, ensuring that programme elements will not be off strategy, and making sure that results can be measured or evaluated against every client’s goals. Therefore, we work from the start of every campaign to define the most appropriate measurement metrics that should be linked as closely as possible to the overall business and marketing objectives of the campaign.

The PR Dashboard provides an easy to understand graphical interface to reflect the complex planning and evaluation occurring in the background.