Unleashing the Power of PR Data: Unlocking Buy-In, Budget and Brand Recognition

In our recent webinar (part of AMEC Measurement Month), our panel of experts discussed how to use data to prove value to both management and clients.

From defining clear objectives to communicating impact, our panelists showcased how data can be used effectively - so public relations pros can be at the forefront of their organizations.

We were joined by John Gillooly, SVP at FleishmanHillard TRUE Global Intelligence, Kelly Byrd Marín, Senior Director of Product Marketing at Notified, and Ashely McDonald, PR Communications Manager at FLEETCOR, as they explored how to:

• Make it easier to measure PR using impactful metrics
• Tell strategic and actionable stories with data
• Drive efficiency across daily work with integrated tools and AI

While you can watch the full webinar on demand, here were some of our favorite takeaways from the discussion!

Why It's So Important To Define Clear PR Objectives

Our panelists discussed the importance of defining clear objectives before measuring your PR success, so you can drive greater outcomes. 

McDonald emphasized how creating a baseline allows you to reflect on what works and what doesn’t, which helps implement reporting and the setting of benchmarks. 

Gillooly discussed aligning an organization with goal setting, and advised using an OKR system (Objectives and Key Results). 

He explained:

“As opposed to a binary KPI, it’s not just reporting on results - it’s what percentage is achieved. This helps in pulling out why you achieved results and how it fits within the organization.”

This framework can help align business objectives across teams, and help PR pros justify or expand their budget.

How To Identify Quality Data

Our panelists underscored the fact that the more valuable data you present, the more stakeholders will understand how public relations impacts business performance. 

To help identify quality data, McDonald discussed thinking about the audience – specifically internal stakeholders – and what they care to see. By focusing on specific metrics stakeholders are looking for, and consistently displaying the PR measurement framework, it helps business leaders put PR at the forefront.

Marín emphasized the danger of only reporting vanity metrics, suggesting that AMEC recommends showcasing what you’re doing and how effective it is in terms of quantitative business objectives instead. 

Marín also highlighted that it's not just about getting a story out of the data, but “feeling confident in presenting and sharing that data to show off all the hard work everyone is doing.”

How To Communicate PR Results Effectively

Our panelists spoke on the importance of always being transparent and communicating all data – good or bad. 

McDonald explained that when it comes to data that’s unexpected, it’s important to “show the data regardless, highlighting why the data is the way it is, and being able to explain it.” 

Whether it's a timing issue, a global event that shadowed the campaign, or a limited budget, being able to research the why behind numbers and communicating that effectively to stakeholders is crucial. 

Gillooly said it all goes back to agreeing on those initial objectives. “As long as you’re coming with this is what we learned, what we won’t repeat, and what we shifted, it not only helps PR pros gain trust with stakeholders, but it will help maintain credibility.”

And when it comes to aligning PR measurements with marketing and advertising, Gillooly advised that rather than looking at singular PR or marketing metrics, it’s important to have a holistic approach and contextualize the results of campaigns collectively.