As you begin to execute your personal public relations plan, you will want to gauge its effectiveness. For instance, you will want to know whether wire services or syndicates are publishing your news releases. A clipping service can scan thousands of newspapers, trade publications, magazines, and Web sites, finding where your story has been published. Some will manually clip published pieces and provide them to you. Others are primarily Web-based services that deliver clippings to you in electronic form.
Google Analytics is a free application which tracks hit counts, unique visitors, page views and many other metrics to accurately measure Web site traffic. You can use Google Analytics to improve Web site performance and to track your social media campaigns, gauging the effectiveness of your blog posts, your tweets or Facebook Connect, for example. It’s important to know who arrives on your Web site as a result of social media and whether that traffic is converting into increased sales.
Are you winning the awards you set out to win? Have you been appointed to a board yet? How many news releases have you sent out? Only you can gauge the effectiveness of some of your efforts. It’s a good idea to document each achievement on your personal public relations plan, then replace that goal with a new one.
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