PR reporting tools play a vital role in measuring the impact and effectiveness of public relations efforts. These tools enable PR professionals to track and analyze the results of their campaigns, providing valuable data-driven insights. By using PR reporting tools, professionals can evaluate the success of their strategies and make informed decisions to refine and improve their future PR initiatives.
Some of the best PR reporting tools available right now include Meltwater, Cision, Trendkite, Coveragebook, and Mention. Meltwater and Cision offer comprehensive media monitoring and measurement, while Trendkite provides AI-powered analytics. Coveragebook streamlines the process of creating coverage reports, and Mention offers real-time social media monitoring. Choosing the right PR reporting tool can save time and resources, enhance decision-making, and help organizations achieve their PR objectives.
Benefits of using a PR reporting tool
Using a PR reporting tool to measure your campaign’s success can give you valuable data to guide you as you launch future PR campaigns. These tools help you identify what has worked and what needs to be tweaked in the future. With this data, you can develop more effective campaigns in the future. Rather than making uneducated guesses as to what aspects of the previous campaign worked, you can make informed decisions about how to move forward.
Factors to consider when choosing a PR reporting tool
Choosing the right PR reporting tool is an important decision for any PR professional. Here are some factors to consider when making your choice:
1. Goals:
What are your PR goals and how can the reporting tool help you achieve them? Different reporting tools have different features, so it’s important to choose one that aligns with your goals.
2. Metrics
What metrics do you want to track? Some common PR metrics include media coverage, social media engagement, website traffic, and brand sentiment. Look for a reporting tool that can track the metrics that matter to you.
3. Customization
Can you customize the reports to meet your specific needs? A good PR reporting tool should allow you to customize the reports to include the metrics and insights that matter most to your business.
4. Data sources
What data sources does the reporting tool use? Some tools may rely solely on social media data, while others may include traditional media coverage, website analytics, and other data sources. Look for a tool that uses a variety of data sources to provide a comprehensive view of your PR efforts.
5. User-friendliness
Is the reporting tool easy to use and navigate? Look for a tool that has an intuitive interface and doesn’t require a steep learning curve.
6. Integrations
Does the reporting tool integrate with other tools and platforms you use? For example, if you use a social media management tool, you may want a PR reporting tool that can integrate with it to provide a more comprehensive view of your social media metrics.
7. Cost
How much does the reporting tool cost? Consider your budget and choose a tool that provides the features you need at a price point you can afford.
By considering these factors, you can choose a PR reporting tool that meets your specific needs and helps you achieve your PR goals.
The best PR reporting tools
There are a number of excellent PR reporting tools available that can help PR professionals track the success of their campaigns, measure key metrics, and generate detailed reports. Here are some of the best PR reporting tools:
1. Meltwater
Meltwater is a comprehensive media monitoring and reporting tool that offers real-time insights on media coverage, social media mentions, and other key metrics. It also features customizable dashboards and reporting templates, making it easy to generate professional-grade reports.
Pros
- Offers a comprehensive media monitoring and analysis platform
- Provides detailed insights into media coverage and sentiment analysis
- Has a user-friendly interface that allows for easy customization and reporting
- Offers customizable dashboards and automated reports
- Offers competitive benchmarking tools
Cons
- Can be expensive for small businesses and startups
- Some users have reported slow customer support response times
- The data visualization capabilities could be more robust
2. Cision
Cision is a popular PR software platform that offers a range of reporting and analytics tools. It includes features like media monitoring, influencer tracking, and social media analytics. All these features can be used to create detailed reports on PR performance.
Pros
- Provides access to a comprehensive media database
- Offers detailed analytics and insights into media coverage
- Allows for easy customization of reports and dashboards
- Offers competitive benchmarking tools
- Provides access to influencer and social media monitoring tools
Cons
- Can be expensive for small businesses and startups
- The interface can be overwhelming for new users
- The media database can sometimes contain outdated or inaccurate information
TrendKite
TrendKite is a media monitoring and analytics tool that was acquired by Cision in 2019. This tool provides PR professionals with detailed insights into their media coverage. It offers customizable dashboards and real-time reporting. This is in addition to a range of other features that make it easy to track and analyze key metrics.
Pros
- Provides real-time media monitoring and analysis
- Offers detailed insights into media coverage and sentiment analysis
- Allows for easy customization of reports and dashboards
- Offers competitive benchmarking tools
- Provides access to influencer and social media monitoring tools
Cons
- Can be expensive for small businesses and startups
- The user interface can be confusing for new users
- Some users have reported data quality issues
4. CoverageBook
CoverageBook is a reporting tool that helps PR professionals create stunning visual reports of their media coverage. It offers a range of customizable templates and features. These include coverage highlights, media mentions, and social media engagement metrics.
Pros
- Allows for easy and quick creation of professional-looking reports
- Offers real-time monitoring and analysis of media coverage
- Provides customizable reporting templates and dashboards
- Offers automated reporting and sharing options
- Provides real-time alerts for new coverage
Cons
- Doesn’t offer as many analytics and insights as other tools
- Doesn’t offer a media database or influencer monitoring tools
- May not be suitable for larger organizations with more complex reporting needs
5. Google Analytics
While not specifically designed for PR reporting, Google Analytics is a powerful analytics tool that can be used to track website traffic, referral sources, and other key metrics that are important to PR professionals. With a bit of customization, it can be a great way to generate detailed reports on the success of PR campaigns.
Pros
- Offers detailed website analytics and insights
- Provides customizable reporting templates and dashboards
- Free to use for most users
- Integrates with other Google tools like Google Ads and Google Search Console
- Provides access to real-time data and alerts
Cons
- Doesn’t provide media monitoring or analysis tools
- Can be overwhelming for users who are not familiar with analytics
- May not be suitable for organizations with more complex reporting needs.
Ultimately, the best PR reporting tool for your needs will depend on a range of factors, including your budget, the size of your team, and the specific metrics you want to track.
Ready to start using PR reporting tools?
In conclusion, the best PR reporting tools are essential for any organization looking to track and measure the effectiveness of their public relations efforts. These tools can provide valuable insights into the success of a PR campaign, allowing businesses to refine their strategies and improve their overall performance. Some of the most popular PR reporting tools on the market today include Meltwater, CoverageBook, TrendKite, and Cision.
These tools offer a range of features, from media monitoring and social media analytics to customizable reporting and measurement of brand mentions. Ultimately, the right PR reporting tool will depend on the specific needs of your business, but investing in one is sure to pay dividends in the long run.
How Pressfarm can help with PR reporting
The team of PR specialists at Pressfarm is skilled at not only building custom PR campaigns but also tracking the performance of these campaigns. Once they’ve written and distributed your press release, they send you a report indicating the media coverage resulting from these press releases. You can expect a similar report for your guest posts. With these reports, you can identify which media outlets demonstrated interest in your content. You can then pitch the same media outlets similar content in the future.
Depending on which package you sign up for, you can receive comprehensive reports on your media coverage for up to 3 months. Sign up today and get a custom PR campaign that you can track.