7 of the best free tools for PR Evaluation?
I grew up playing with numbers. And throughout my career I have used tools like Excel and Google Sheets to understand data better and help others do so too. This was done on my first job out of university (a researcher on the Wellcome Trust's part of the Human Genome Project), through to analysing the effectiveness of PR campaigns and strategies.
Over the years, I've discovered numerous free tools that can revolutionize how we measure and evaluate PR success. While premium tools certainly have their place, these free alternatives can provide powerful insights without breaking the budget.
1. Google Analytics
The cornerstone of any digital PR measurement strategy. Google Analytics provides comprehensive insights into how your PR efforts drive website traffic, user engagement, and conversions. Track which media placements drive the most valuable traffic and understand the true impact of your earned media.
2. Google Sheets
More than just a spreadsheet tool, Google Sheets becomes a powerful PR analytics platform with the right formulas and templates. Create custom dashboards, automate reporting with IMPORTXML functions to pull data from websites, and collaborate in real-time with stakeholders.
3. Microsoft Excel (Free Online Version)
The online version of Excel offers robust data analysis capabilities including pivot tables, advanced charting, and statistical analysis tools. Perfect for creating sophisticated PR measurement models and trend analysis.
4. Google Trends
Understand the context of your PR campaigns by analyzing search interest over time. Compare brand mentions, track seasonal patterns, and identify emerging topics in your industry. This tool is invaluable for demonstrating how PR activities correlate with public interest.
5. Social Media Analytics (Native Platforms)
Every major social platform offers free analytics tools. Twitter Analytics, Facebook Insights, LinkedIn Analytics, and Instagram Insights provide detailed engagement metrics that help quantify the social impact of your PR campaigns.
6. Hootsuite Free Plan
While limited compared to paid versions, Hootsuite's free plan allows you to monitor multiple social streams, schedule posts, and track basic analytics across platforms. It's particularly useful for tracking campaign hashtags and monitoring brand mentions.
7. Google Alerts
Simple but effective, Google Alerts provides real-time notifications when your brand, competitors, or industry keywords appear online. While it doesn't catch everything, it's a solid foundation for media monitoring without the cost.
Making These Tools Work Together
The real power comes from combining these tools. Use Google Alerts to track mentions, import that data into Google Sheets for analysis, cross-reference with Google Analytics to understand traffic impact, and present it all in a compelling dashboard.
Remember, the best PR evaluation tool is the one you actually use consistently. Start with one or two of these free options, master them, and gradually expand your toolkit as your measurement needs grow.
Conclusion
While these free tools may require more manual work than their premium counterparts, they provide a solid foundation for PR evaluation. With creativity and consistency, you can build a comprehensive measurement program that demonstrates real value without significant investment.
The key is not the sophistication of your tools, but the rigor of your methodology and the consistency of your measurement. Start measuring today with these free resources, and you'll be amazed at the insights you can uncover.