Measuring PR success is not just about counting how many times your company has been named in Google News or whether your press release got likes on LinkedIn. The world of PR is evolving, and now it is about tracking the impact of real, measurable content.

Whether you are running a one-off campaign or building your businesses long-term reputation, you need to be aware of what is working and what is not. From website traffic to media mentions to brand sentiment, there are many ways to tell if your PR efforts are paying off, which we will explore in this blog.

WHAT DOES MEASURING PR SUCCESS ACTUALLY MEAN?

Public relations (PR) is all about managing how your brand is perceived – from media coverage to social media. It’s about building relationships, trust, and visibility for your business, which leads to stronger brand recognition, increased customer loyalty, and more opportunities for growth.

Measuring PR success refers to understanding whether those efforts are adding value to your business and helping to bring you closer to your goals and objectives.

Instead of just tracking surface-level statistics, it is about diving deeper and exploring if this campaign reached the right audience? Did it support our business goals? etc. Whether it is boosting your brands credibility or getting people talking about your business on social media, success in PR is all about getting measurable and meaningful results.

HOW TO MEASURE PR PERFORMANCE

Measuring PR success comes down to tracking the right metrics that reflect both visibility and the impact you have.

However, there’s no single way to measure PR. The good news? You’ve got options. And when you track the right ones, it becomes much easier to see what’s driving real value.

Media Coverage: Getting featured is always a win, but where you’re featured matters even more than how often. One high-quality mention in a respected publication can elevate your brand’s credibility far more than a string of lower-profile appearances.

Share of Voice: This is a great way to see how much space you’re taking up in your industry compared to competitors. It’s not just about being talked about, but about being part of the conversation in meaningful ways.

Website Traffic: If your coverage or campaign is driving people to check you out online, you’re doing something right. Looking at referral traffic from specific campaigns can help you determine what’s working most successfully.

Social Engagement: Think of social media as an instant reaction board. If people are liking, sharing, commenting, or tagging friends in your PR-led posts, it’s usually a good sign you’ve hit the right note.

Backlinks: If high-quality websites are linking to your content because of your campaign, it boosts both visibility and search engine optimisation. These backlinks signal to search engines that your content is trustworthy and authoritative.

Sentiment Analysis: It’s not just about being seen, but how you’re seen. Tracking whether mentions are positive, negative, or neutral gives you a clearer view of your brand’s public image.

THE VALUE OF SETTING GOALS FOR PR CAMPAIGNS

Setting clear, purposeful goals is key to making sense of your PR results and understanding what’s working. Without them, it’s difficult to know whether your efforts are supporting your wider business objectives.

Well-defined goals help your team stay focused, track progress, and measure success in a meaningful way, using metrics that reflect the outcomes you want to achieve, from media coverage to engagement levels or lead generation.

Whether you’re launching a new product, entering a new market, or improving brand perception, setting goals that are specific and measurable ensures your PR activity stays aligned with real business priorities.

For example, if your goal is to boost brand awareness, that could lead to increased interest from new audiences or potential partners. A focus on reputation can help build the trust needed for long-term client relationships. Meanwhile, prioritising website traffic or social engagement can drive more tangible outcomes like generating leads or increasing sales.

HOW EDGE CREATIVE CAN ELEVATE YOUR PR STRATEGY

At EDGE Creative, we track PR metrics and make them work for your business. Our team specialises in creating PR campaigns that boost your brands visibility and reputation.

Whether it’s securing great media coverage or creating press content that stand out, we know how to get people talking about your business for all the right reasons.

Want to take your PR to the next level? Check out our PR agency or get in touch today! Call us on 0121 355 8092 or email info@edge-creative.com.

If you’ve ever asked yourself, “Should I use Google Ads for my business?” – you’re not alone.

For many brands, the answer lies in Google Advertising. As one of the most powerful and popular digital marketing platforms, Google Ads gives businesses the ability to reach potential customers exactly when they’re searching for products or services.

But is it the best way to advertise your business? In this blog, we explore how Google Ads works, the benefits it offers, and whether it’s the right fit for your brand’s growth strategy.

WHAT IS GOOGLE ADVERTISING?

Google Advertising is a powerful paid marketing platform that lets businesses display ads across Google’s search engine results pages (SERPs), YouTube, Google Maps, and network of partner websites.

By bidding on keywords related to their products or services, businesses can ensure their ads appear when potential customers are actively searching.

WHY CONSIDER GOOGLE ADS?

As a form of pay-per-click (PPC) advertising, it offers a level of control, precision targeting, and measurable results that few other marketing channels can match.

Here are more reasons why you should use Google Ads for your business:

TAILOR CAMPAIGNS TO YOUR GOALS – Google Ads is flexible. Whether you want to boost website traffic, drive online sales, or build brand awareness, campaigns can be tailored and refined as your business grows.

REACH THE RIGHT AUDIENCE AT THE RIGHT TIME – Target users based on keywords, location, interests, and even time of day ensuring your message appears when and where it matters most.

SCALE YOUR SPEND AS YOU GO – Google Ads gives you the flexibility to scale your campaign budget as needed. With real-time performance insights, you can easily adjust your spend based on what’s working, giving you the freedom to make informed decisions along the way.

TRACK EVERYTHING IN REAL TIME – From impressions and clicks to conversions and cost-per-click, every element is measurable. This makes it easier to calculate your return on investment (ROI) and adjust your strategy accordingly.

IS PPC SUITABLE FOR EVERY BUSINESS?

While PPC advertising offers incredible potential, it’s not a universal solution for every business. The secret to success lies in knowing how and when to use it effectively.

For businesses with smaller budgets, it can often be challenging to compete in highly competitive industries where cost-per-click (CPC) rates are high. However, with expert guidance and strategic planning, even modest budgets can achieve meaningful results, targeting niche or local markets.

One of the most important things to figure out before diving into ‘Why use Google Ads’,is how much you’re actually willing to spend to get a sale or a lead. Your target cost-per-acquisition (CPA) acts like a guide for your whole strategy, helping you set smart limits and make sure your budget is being used in a sensible way. When you have a clear idea of your numbers, it’s much easier to make good bidding choices, pick the right keywords, and track what’s really working. Without a CPA target, it’s easy to burn through your budget chasing clicks that don’t turn into customers.

If your business has a niche audience or operates in a more specialised space, PPC can be a powerful way to reach the right people. But to see real results, you’ll need a focused strategy, regular fine-tuning, and clear goals from the start.

For businesses with a bit more budget to play with, there’s room to be more ambitious, whether that’s boosting brand awareness, driving more leads, or pushing for direct sales. That said, success isn’t just about how much you spend. It’s about making sure everything lines up to attract the right kind of traffic and turn interest into action.

COMMON CHALLENGES BUSINESSES MAY FACE WITH GOOGLE ADS

Even though Google Ads offers powerful tools for growth, it’s not without its objectives. Here are some of the most common challenges businesses encounter when getting started:

High competition for keywords – Certain industries (like finance or law) have expensive CPCs or CPAs, making it harder to compete without expert management.

Platform complexity – Google Ads can be a steep learning curve for beginners and can quickly become overwhelming if you are new to it.

Wasted ad spend – Without a focused strategy or proper tracking, budgets can disappear without delivering real value.

GET THE MOST OUT OF ADVERTISING WITH OUR PPC AGENCY

Working with an experienced PPC agency like EDGE Creative can make all the difference, and our team of experts are here to assist.

We help businesses tailor their ad campaigns to meet their goals – whether that’s driving traffic to a website or increasing online sales.

Working closely with brands of all sizes, we deliver performance-focused campaigns designed to get the most out of every penny spent.

The coronavirus pandemic has affected every business in one way or another, regardless of industry or location. Now more important than ever, it’s essential that you reach the widest possible audience for your product or service so that you can increase leads and sales for your business. 

In order to achieve this, you must engage with your clients or customers in as many ways as possible to achieve both your long and short-term objectives. Whether that’s through digital marketing techniques such as social media marketing or SEO, or creative campaigns through billboards and posters, it’s important to implement a marketing strategy that works. 

Over the last several months, people have been seeking alternative ways to engage with content during lockdown. For this reason, webinars and podcasts have become a growing form of marketing and information sharing, especially as they are super convenient and accessible for everyone (even those working from home!) 

WHY WOULD A BUSINESS USE A PODCAST OR WEBINAR? 

Whether you’re a digital marketing agency in Birmingham or a financial business based in New York, webinars and podcasts are adaptable for any type of business. 

Expanding the quality and execution of a brand’s material/ will improve not only brand awareness, but also the quality of the information you are pushing to your audience. Webinars and podcasts can be used as a particularly useful, informative and educational tool, which can improve the authenticity and relevancy of your content, portraying your business as leaders in your market. They can be used for many reasons, including storytelling, collaborations with partners, guest speakers, discussions and debates, Q&A’s and sector-based insights. 

WHAT IS A WEBINAR?

A webinar is an online seminar that takes place in real time with an audience. Often referred to as a conference call, webinars can usually host up to 10,000 participants. Incorporating both audio and visual components, this method of information sharing can cater to a large audience. 

The host of a webinar can share presentations, web pages, resources and various other forms of content to engage with participants, and anyone, regardless of their geographical location, can attend. Often, participants can ask questions, leave comments or interact with the webinar, which as it takes place in real time, the host can respond to. 

WHAT IS A PODCAST?

A podcast is a digital audio recording, which is available for download after it has been recorded. Super convenient, listeners can engage with the podcast content while they are doing other things such as driving or reading. 

Some podcasts may take the style of an interview with multiple guests conversing, whereas others may be solo talks, where the host of the podcast will tell a story, answer frequently asked questions or simply talk about a subject they know well. 

IS A WEBINAR OR PODCAST MORE EFFECTIVE FOR MY BUSINESS’S AUDIENCE?

Good question. The simple answer is it depends! 

Let’s have a quick look at the advantages of webinars: 

• Visual cues – Webinars contain a visual aspect for participants on the call, allowing information to be delivered easily and effectively. This means that the information may be more memorable for the participants as multisensory learning is taking place.
• Takes place in real time – Participants may feel more connected to the host, as real time interaction allows those watching to get involved and engage with the host when they have questions, and get instant answers to their queries
• Focus on your target audience – Webinars will attract a relevant audience, as they require individuals to sign up if they want to attend. As a host, you can also be selective with the invitation list, allowing you to ensure you’re spending your time effectively and directly reaching those you think will take something from your webinar.  
• Grow your audience – Getting your audience to sign-up allow you to build your database on new contacts for further engagement

It is, however, important to note that webinars can be more time-consuming for the host, as they include a visual component that requires preparation. 

For some individuals, webinars may not always be convenient. To get the most out of attending a webinar, it’s best for the audience to watch in real-time, which can be difficult for those with busy schedules. Fortunately, webinars can be recorded, providing you with an asset that can be used at later dates in your marketing. Perhaps you may want to send out an email with a link, or post snippets on your social media channels. 

Now, let’s review the advantages of podcasts: 

• Highly convenient – Podcasts are pre-recorded, meaning your audience can listen to your content at a time that works best for them. 
• Large audience – On average, over 150 million people listen to a podcast each week. If you get the content right, you can tap into this large audience, increasing brand exposure, leads and potentially sales! 
• Easy to produce – As podcasts contain no visual component, they can be recorded where best convenient for you. The only planning that needs to take place is what is going to be said, as there is no need for presentations, images or graphs. 
• Versatile – Podcasts can be uploaded to different platforms and you can build new audiences. They can be liked and shared with ease. 

Unfortunately, podcasts are less interactive than webinars, which can make it more difficult for your audience to engage with your content. With no visual component (other than the show artwork), listeners may forget the information, and certain topics may be more difficult to discuss without visual aids. You can, however, add resource links into your show notes and as podcasts aren’t live, you can edit them afterwards to create a higher level of quality. 

When hosting a podcast, it is also much harder to gage the satisfaction of the listeners. This is because when a real time webinar takes place, the host can gage the atmosphere and see in real-time, reactions to the presentation. When hosting a podcast, you can review listens and download statistics, but you will need to actively seek feedback for qualitative data.

SO WHICH IS BETTER?

Both podcasts and webinars contain useful features for both you and your audience. In order to find which is best suited for your business, you must ensure to identify your customers and think about what type of information you would like to convey. 

Don’t just guess! With support from EDGE Creative, we can work together to implement a multi-media marketing strategy that helps you to increase brand awareness, traffic, leads and most importantly, sales. 

Enquire today by calling 0121 355 8092 or by emailing our Content Strategy Manager, Jess at jessica@edge-creative.com.  

When you have started a business, it’s imperative that you make people aware of this fact. Marketing and advertising is essential to this process. Any type of business, whether you run online or offline, requires customers. By investing into a marketing and advertising strategy, you can improve leads, increase sales and ultimately, make a profit.

To do this, reaching new audiences and promoting your products or services is crucial, especially in a competitive market.

There are many different ways you may choose to advertise your business. Whether it’s television ads, editorial pieces in a newspaper, banners, leaflets, websites, or social media, each method of marketing has its own pros and cons and you must evaluate the best strategy for you.

Advertising can be tricky to get right, which is why we have provided five quick tips to help you get the best out of your marketing processes and maximise your chances of success.

RELEVANCE IS THE KEY TO SUCCESSFUL ADVERTISING

One of the most fundamental aspects of marketing is to drive stronger and more meaningful connections between customers and brands. Everything you do must begin with the customer.

Today, customers are freely engaging with brands via multiple devices and touchpoints in real time. They are more connected and empowered than before, so you must provide them with the relevant information they need. By taking an omni-channel marketing approach, you meet the desires of your customers and answer their questions whenever and wherever they want.

The amount of data we can now gather about target audiences and customer journeys allows you to gather deep knowledge about your customer’s behaviour. Through data-driven techniques, you can gain great insights that should educate your marketing processes.

With so much information available, there is no excuse for creating irrelevant customer experiences.

ALWAYS COMMUNICATE YOUR COMPETITIVE ADVANTAGE

Marketing is all about creating and satisfying your customers’ needs and desires. It’s important to relate to your audiences needs, but don’t forget to tell them why you can satisfy them.

Your business is likely to be in competition with many other industry leaders and businesses who are firmly established. Having a secure and strong brand position involves truly understanding your competition and your competitive advantage.

Ask yourself: what can you provide to your clients or customers that your competitors can’t? Once you can answer that question, let your target audience know the answer.

BUILD YOUR IMAGE

The world is becoming increasingly consumer-led.Everyday you will be exposed to hundreds of images, whether they’re adverts, brand logos, signs or symbols. They may come in many forms, shapes and sizes. The most effective adverts are those that remain consistent in their image and build a unique brand through it.

Ensure your advert and message have clarity, consistency and creativity to communicate strongly.

Your principles and identity should be built through an initial brand positioning review. Whether it’s the quality of your products or the tone and personality your business uses, you need to remain consistent with your brand.

This consistency is what makes a strong brand that is familiar to consumers and can significantly improve your bottom line. In fact, according to Forbes, consistency across channels increases revenue by 23%.

ARE YOU BEING SEEN?

It sounds obvious, but ensure your target audience will see the advertising platform you use.

Research your demographic – what do they do, how do they behave and what do they need?

If your target audience is younger and using social media platforms such as TikTok or Snapchat, investing into advertising on Facebook and LinkedIn means you wont be seen by the consumers you want to target.

Evaluate your customer personas and ensure you’re reaching the right people at the right time.

HAVE A REACTIVE BUDGET

Allocate a certain amount of money that you wish to spend on advertising and don’t cut corners – cheap advertising can be counter-productive to your brand image.

Ensure that the platform or advertising medium you use is specific to your target audience and then invest.

It’s also important that you don’t just simply allocate a set figure every month. React to the changes in your sales performances during various seasons or events of the year. To remain effective and efficient, a well-structured advertising strategy will help ensure your return on investment is maximised.

When deciding on where to allocate your advertising budget, think about utilising a variety of media and decide whether physical or digital advertising is more appropriate.

EDGE CREATIVE

It is important that you have measurement controls in place to assess the effectiveness of your advertising. A strong marketing and advertising strategy provides a number of benefits, one of those being the ability to find out what is working and adjust your marketing processes accordingly.

At EDGE Creative, we can draw upon research into your customers and their journeys and optimise your advertising and marketing processes to ensure success. Enquire today to find out more by emailing info@edge-creative.com or calling us on 0121 355 8092.