The success of any PR or marketing campaign ultimately lies in its impact. And while it can be tricky to untangle traditional PR results in particular, our comprehensive measurement and reporting service utilises industry-leading tools and frameworks across all channels.

Media monitoring and evaluation

We subscribe to a professional media monitoring platform that employs powerful media search technology with real-time analytics. Scanning digital and print media for coverage related to your campaign, we can evaluate media reach, sentiment and share of voice. We pair this with context and recommendations.

We monitor coverage across relevant media titles and industry publications, consumer titles, regionals and national press.

Objective-linked evaluation

Every campaign is measured against the objectives set out at the start of a campaign, ensuring that evaluation is aligned to strategic priorities. Whether your objectives are to raise brand awareness, drive website traffic, lead generation, or increase stakeholder engagement, we provide customised reporting that tracks progress.

This could take the form of tracking sign-ups, registrations or downloads. It could also relate to levels of attendance or participation at events or webinars or be linked to a spike in enquiries. We always aim to combine data with insights into audience engagement, benchmarking and an assessment of how well messages have resonated.

Digital dashboard and performance metrics

Our bespoke digital dashboard brings together organic and paid digital performance data, offering a clear view of how campaigns perform across search engines, social media, and other digital channels.

• Web traffic and engagement: We track site visits, time on site, bounce rates, and conversion metrics, looking for patterns that correlate to our PR activities.
• Social conversations: Monitoring brand mentions, engagement rates, and audience sentiment provides insights into the conversation your campaign is driving.
• A/B testing: Comparative analysis of messaging, creative assets, and targeting strategies helps refine campaign performance.

Influencer anecdotes and share of voice

Our measurement extends beyond quantitative metrics to capture qualitative outcomes. Influential comments, endorsements from key opinion leaders, and engagement from stakeholders are indicators of campaign success.

• Share of voice: We assess your brand’s visibility compared to competitors within industry conversations.
• Quality follows: We measure increases in relevant followers and stakeholder connections across digital channels.
• Industry buzz: Capturing the ripple effect of media coverage and social media activity helps gauge the broader impact of your campaign.

Crisis evaluation

We always seek to evaluate how well crisis messaging performs, including audience response, sentiment shifts, and offer media coverage management.

• Crisis averted: Our monitoring ensures we track public perception and media narratives, providing real-time adjustments when necessary.
• Spokesperson effectiveness: Evaluating spokesperson performance in media interviews and public engagements can be built into our reporting.

AMEC Framework

Pinstone follows the internationally recognised AMEC framework to ensure transparent and meaningful measurement. This approach encompasses four key areas:

• Outputs: Evaluating media coverage, content reach, and audience impressions.
• Outtakes: Assessing audience reactions, engagement rates, and message recall.
• Outcomes: Measuring changes in brand awareness, perception, and behaviour.
• Impact: Linking PR activity to business outcomes, such as increased sales or improved stakeholder sentiment.

Reviewing trends

Our reports go beyond raw data. By assessing trends and identifying areas for improvement, we provide actionable insights that inform future strategies.

• Client testimonials and praise: Feedback from stakeholders and partners provides qualitative evidence of success.
• Real-time adaptation: Continuous performance tracking allows us to optimise campaigns in real-time, maximising their impact.
• Performance analysis: Post-campaign reports offer a clear breakdown of what worked well, what could be improved, and key learnings for the future.

Understanding the context

Effective campaign measurement is about more than just numbers – it’s about understanding the story behind the data. We correlate the numbers to the bigger picture, to refine the approach and drive continual improvement.