What makes for an ideal PR reporting dashboard?
As ever, Cole Nussbaumer Knaflic has some great advice about building dashboards – and they particularly apply to PR reporting dashboards:
“Picture a blank page or a blank screen: every single element you add to that page or screen takes up cognitive load on the part of your audience—in other words, takes them brain power to process. Therefore, we want to take a discerning look at the visual elements that we allow into our communications. In general, identify anything that isn’t adding informative value—or isn’t adding enough informative value to make up for its presence—and remove those things.”
The six golden rules of dashboard design are:
- Understand the context
- Choose an appropriate visual display
- Eliminate clutter
- Focus attention where you want it
- Think like a designer
- Tell a story
The above examples are really just to whet your appetite to the possibilities for better PR reporting.
What about being able to combine media monitoring data captured by BuzzSumo and blending it with, say, brand search volume data might show how improved media visibility is resulting in higher brand awareness which in turn is generating higher sales, revenue and profitability?
Or showing how increased social sharing and social media impressions are also impacting brand awareness?
There are almost certainly many other PR reporting use cases to which these tools and techniques can be applied.
In summary, PR reporting in 2021 should move from a resource and time-consuming evil to a value-added business driver that allows PR professionals to spend more time gaining valuable insights into impact and delivering more effective PR work.
Hopefully this guide (in conjunction with BuzzSumo, Google Data Studio and other tools) will help you to kick start your newly optimised approach to PR reporting.