How to measure your crisis messaging
If you want to know if your messages are having an impact, it’s important to make sure you are collecting good data. Here’s how one PR pro sees the challenge.
What parts of your message are changing hearts and minds? You’ll never know if you aren’t measuring your campaigns.
That’s just as true of a crisis communications effort as any other media strategy. In order to measure sentiment and learn if all your work really is helping to bolster your reputation, you have to carefully select the outputs you watch.
Certain measurement rules still apply. The Barcelona Principles are a good place to start when thinking about building your measurement program. After that, it depends on what you are looking to achieve.
We caught up with Shannon Tucker, vice president of media relations for SSPR, and she shared some of her top tips for measuring comms efforts during this crisis. Here’s what she had to say:
PR Daily: What are the metrics to watch for in COVID-19 messages?
Tucker: Good metrics are good metrics, so use the same metrics you’d measure under normal circumstances! Continue to use Google Analytics to track how many people clicked on your COVID-19 resource page or monitor social shares on your COVID-19 related content.
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