There are PR folks who get it; then there are PR folks who get it. Shonali Burke falls into the latter category.
As the CEO of a PR business, Shonali is:
#1 – A self-professed measurement + social media geek and constantly champions PR measurement (no wonder we love her).
#1 – An educator dropping knowledge on future public relations pros at Johns Hopkins University.
#2 – A PR conversationalist extraordinaire: as such she hosts the monthly Twitter
#measurepr chat (on which I will be the featured guest tomorrow from 12-1pm ET #shamelessplug).
After running into Shonali at nearly every PR Measurement related event in 2014, I figured it was high time to transfer the knowledge from her brain onto digital paper and share accordingly.
So sit back, relax, and enjoy a peek into the wonderfully informed mind of Shonali Burke.
Rebekah Iliff: You’ve talked for years about “smart measurement” that is outcome focused. Give us a peek into the Burke brain: What’s an example of a recent objective you and your team identified and how did you work backwards from that goal to identify the associated KPI?
Shonali Burke: We recently wrapped a project with a client in the education space; they were launching a new online offering. Registrations were the ultimate goal, and they were using campaign tracking in Google Analytics very well. What we did was to ensure the creation of tracking links to the relevant page, so that we could attribute visits and conversions from our efforts – our strategy had a mix of earned, owned and paid media – as accurately as possible.
Based on traffic and conversion trends, we could see what worked (social and paid) and what didn’t so much (focusing on location too narrowly as opposed to niche and interest). That allowed us to pivot our strategy midway through the campaign and put more muscle behind what *was* working as opposed to what wasn’t… and ultimately reach the goal.
RI: Love the integrated approach. It is so important for PR peeps (and clients for that matter) to think beyond earned media. Given your propensity for metrics, what’s the one thing every PR pro needs to know about PR measurement as 2014 rolls to a close?
SB: There is no silver bullet.
RI: True dat. With that in mind, PR pros need to think carefully about how they measure and quantify their efforts. What are 2 of your favorite tools that assist you in providing your clients with smart measurement?
SB: I actually have three: Microsoft Excel (or Google Spreadsheets), Google Analytics… and the one thing we all have and should use – a brain.
RI: Ahhhh, yes. The almighty brain. Since you are constantly talking about PR measurement and metrics, what’s one thing you keep hearing yourself say over and over again that you wish the industry would just “get”?