Are KPIs adjusted throughout the year?
Posted: Sun Feb 16, 2025 10:25 am
The company's PR department has been showing 100% growth in coverage and mentions for the past two years and has reached the point where it becomes difficult to consistently show 100% results. Therefore, the company is adjusting its expectations and expects that this year's figures will grow by 25-30%.
Let's sum it up
In the conditions of extreme turbulence in 2022, companies chose different tactics of behavior in the media space. They can be conditionally divided as follows:
Hidden Dragon Tactics
Fix Price chose to reduce PR activity in the media space during the acute phase of the crisis and gradually increase it as the situation stabilized.
Cheetah Rush Tactics
"Security Code" used the moment for the benefit of development and actively increased its media presence, securing its leadership in the industry.
Tactics "Agile Chameleon"
Last year, Megafon's PR team tried to quickly adapt to audience paraguay mobile database interest and change the news agenda, especially when it came to uninitiated news items.
All companies actively work with the analytics provided by SCAN: coverage, number of mentions, visibility index, tone of mentions, etc. At the same time, some companies approach the indicators individually. For example, Fix Price does not sound the alarm at the sight of every "red light" in the reputation risk index, and "Security Code" calculates the economic efficiency of PR activities.
No company has escaped changes in PR strategy, had to reconsider the approach to communication, reduce expectations regarding KPIs and take into account the slightest changes in audience demands. The theory of evolution states that the most adaptive survive. It seems that this principle also works in PR.
In this article, we did not set out to develop clear instructions "do one - do two - do three" - in changing conditions there can be no universal recipes. However, we believe that the experience of colleagues from other industries will help someone find new approaches and solutions.
Let's sum it up
In the conditions of extreme turbulence in 2022, companies chose different tactics of behavior in the media space. They can be conditionally divided as follows:
Hidden Dragon Tactics
Fix Price chose to reduce PR activity in the media space during the acute phase of the crisis and gradually increase it as the situation stabilized.
Cheetah Rush Tactics
"Security Code" used the moment for the benefit of development and actively increased its media presence, securing its leadership in the industry.
Tactics "Agile Chameleon"
Last year, Megafon's PR team tried to quickly adapt to audience paraguay mobile database interest and change the news agenda, especially when it came to uninitiated news items.
All companies actively work with the analytics provided by SCAN: coverage, number of mentions, visibility index, tone of mentions, etc. At the same time, some companies approach the indicators individually. For example, Fix Price does not sound the alarm at the sight of every "red light" in the reputation risk index, and "Security Code" calculates the economic efficiency of PR activities.
No company has escaped changes in PR strategy, had to reconsider the approach to communication, reduce expectations regarding KPIs and take into account the slightest changes in audience demands. The theory of evolution states that the most adaptive survive. It seems that this principle also works in PR.
In this article, we did not set out to develop clear instructions "do one - do two - do three" - in changing conditions there can be no universal recipes. However, we believe that the experience of colleagues from other industries will help someone find new approaches and solutions.