The Ultimate Guide to Public Relations in 2020

Note: It’s important to read brand mentions for context. Remember, you want people to be saying good things about your brand, and it’s not always easy to understand the value of coverage until you read the entire piece. (I talk about measuring sentiment[13] below.)

3. Conversions

While the volume of new customers coming directly from your PR activity isn’t the easiest to measure, it is definitely worth investigating.

You can discover where your customers came from by either surveying customers after they purchase and asking how they heard of you or by using a tool like Google Analytics[14] to learn about your customers’ conversion paths (a.k.a. their route to purchase).

Note: While this is an exciting metric to track, don’t feel disheartened if you don’t see an influx of conversion-ready site traffic. Remember, the goal of PR is to raise brand awareness, spread the ideas of your internal thought leaders, and communicate the ideas of your brand — those new site visitors could always return and make a purchase in the future (now that they know about your brand because of your PR).

4. Domain Authority

Domain authority refers to your website’s SEO ranking and how it performs in search results.

It’s ranked from 1 to 100 (with 100 being the highest) and is a valuable measure of how your website compares to your competitors’. The higher your domain authority is, the better your website will rank in search results.

Domain authority is made up of three main factors: links to your site (backlinks[15]), links from your site to other, well-ranked websites, and the age of your site. While you can’t magically make your website older, you can leverage PR to attract backlinks and place links in your content.

Moz offers a free tool[16] to check your domain authority, page rank, and other important website measures.

5. Sentiment

Sentiment, which is a synonym “viewpoint,” “opinion,” or “attitude,” measures how your brand is mentioned. While brand mentions and backlinks typically improve your brand awareness and SEO, sentiment is what sets apart the positive mentions from the negative one.

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