Authored by Roshan Mohan, Group MD, PCG.With the unprecedented surge in data and multiple communication channels, it is crucial today for companies to understand the nuances of listening and establish clear parameters for goal achievement. As information moves at lightning speed and consumer preferences shift quickly, traditional methods of communication need to be updated. Nowadays, news emerges from ongoing conversations, influencing the news itself.So, when it comes to PR, how do you know what you set out to achieve and what has been achieved? And how do we measure if what’s been achieved is good or bad?Changing ApproachesToday, communication has to be tailored to suit each audience group. Brands must also ‘listen’ to what is being said about them across multiple platforms and align a campaign to address these perceptions and misconceptions.The one-size-fits-all approach no longer works – at least not effectively. To be heard through the noise, we need to tailor messages that resonate with the reader (or the audience). For instance, a message for millennials might be more visual and casual, while a message for baby boomers might be more formal and text-based.To do this more effectively, it is essential to harness the power of data analytics. AI-enabled tools, such as sentiment analysis and social listening platforms, offer a wealth of information regarding reactions to ongoing campaigns, sentiments related to a brand, what the competition is doing, and more.These insights allow us to design highly targeted campaigns that yield more impactful results and establish us as pivotal contributors to the industry’s evolution and expansion. Additionally, this personalised approach helps companies broaden their reach and connect more deeply with their target audiences.PR professionals play a crucial role in crafting compelling pitches for journalists. By monitoring and understanding real-time trends and data, they can curate the right time to pitch a particular topic, ensuring maximum impact. This proactive approach increases the chances of publishing the story and enhances the brand's visibility and credibility.Establishing KPIsKPIs (Key performance indicators) are crucial in any industry and job. They provide valuable insights into what’s working and what needs adjustment. They help optimise strategies, allocate resources effectively, and demonstrate the tangible value of PR activities to stakeholders. In a field where outcomes can be elusive, KPIs offer a concrete way to measure success and guide future efforts.For the PR sector in India, the quantitative number of coverages has been a standard KPI and often the only one.When you think of curated campaigns and truly listen to what the data tells you – these ‘coverage numbers’ are meaningless. Any good PR professional can amass a set of coverages quickly. But is this truly an indicator of the success of the campaign? Instead of just focusing on the number of coverages, consider KPIs like the audience reading these publications, the alignment of the article with the brand's key messages, the tonality of these coverages, and whether the client stood out in these mentions.What is the audience profile reading these publications? Did the article have the right key messages of the brand? What was the tonality of these coverages? Did the company stand out in these mentions?If the total volume of mentions is a critical requirement, that can be a KPI. However, narrowing it down to a single KPI is a mistake, especially when we have so much data and intelligence available. A single piece of news in a publication followed by the right target audience can have a greater impact than 20 pieces of coverage in random publications.A story placed at the right time in the right publication can do much more to foster positive sentiment than several smaller pieces floating around. This underscores the significant role of PR professionals in shaping public perception and boosting a brand’s reputation and visibility.Before establishing KPIs, a brand should actively listen to what is being said about the company and understand the changes required or the direction it needs to take. This understanding empowers the brand to take control of its narrative and helps make strategic decisions, fostering a sense of control over narrative and strategy.SummationPR experts are often brought in only for specific campaigns with limited goals. KPIs are often established at a basic level without research and understanding of business objectives. Request for a pre-campaign data-driven analysis from your PR partner to help understand where the brand stands and where it needs to go, providing the necessary guidance to establish clear KPIs that help create a more successful campaign.Disclaimer: The views are expressed solely those of the author and do not necessarily reflect the views of the PRPOST.com