Evaluation of PR efficiency is important for both the company management and the press service itself. Analytical reports objectively show compliance with KPI and the effectiveness of individual PR activities. In the article, we examine the capabilities of analytics in detail.
To evaluate the effectiveness of the press service for a certain period, it is necessary first of all to formulate the global goals of the communication strategy for this period. They are a direct consequence of business goals and may look, for example, like this:
creating a certain image in the eyes of shareholders, clients, media, opinion leaders, etc.;
launch of a new product on the market;
reducing the share of negativity about the company;
increasing the value of a company before selling it, differentiating it from competitors.
In one of the articles, we described in detail jamaica mobile database how to choose KPI for the press service depending on PR goals . Here we will consider the solution of applied analytical problems using the example of the Bank of Russia (Central Bank of the Russian Federation, Central Bank).
Assess the company's media coverage from a quantitative perspective
To quantify a company's media presence, the number of media mentions of the company and the visibility index are used . The latter is calculated based on the company's role in publications and the degree of influence of the media that wrote about it.
Dynamics of the number of mentions
The total number of mentions is usually considered in comparison with the previous similar period.
Chart of the number of mentions of the Bank of Russia in top sources for 2023 and 2022
Chart of the number of mentions of the Bank of Russia in top sources for 2023 and 2022
For a more complete picture of the company's media presence, you can delve into the dynamics of the number of publications by month.
Dynamics of the number of mentions of the Central Bank of the Russian Federation in top sources for 2022 and 2023 by month
Dynamics of the number of mentions of the Central Bank of the Russian Federation in top sources for 2022 and 2023 by month
The graph shows that the number of mentions of the Central Bank in top sources in the first half of 2022 is much higher than in 2023. Given the turbulent media field of early 2022, this is generally an expected situation. However, the question of “how to evaluate the work of the press service” remains relevant. Let's turn to the qualitative indicators of the company's media presence.
Dynamics of the visibility index
The visibility index is also usually conveniently viewed by month.
Dynamics of the Bank of Russia's visibility index for 2022 and 2023 by month
Dynamics of the Bank of Russia's visibility index for 2022 and 2023 by month
The graph shows a very clear jump in the visibility index in the first half of 2022, significantly exceeding the 2023 figure, but the situation has already changed in the second half of the year. For greater clarity, let's change the graph type to a histogram and consider the visibility index values by quarter.