1 Learn the concept
This lesson covers the tools to use and what to measure when launching a PR campaign. Tools help you find contacts, send pitches and track coverage. Measurement shows whether PR is meeting its goals: mentions, reach, traffic and sentiment, and sometimes sales.
2 See it in action
- Contact lists and databases of journalists.
- Email tools and trackers for pitches.
- Media monitoring to track mentions.
- Measure coverage, referral traffic and changes in awareness.
Worked example
A simple tracker
Columns: date, outlet, link, reach, tone and visits.
Add: a campaign tag to the link you share so you can see traffic in analytics.
Review: monthly, and note which pitch brought the most coverage.
Result to look for: a clear record to improve the next pitch.
3 Study an example
Example scenario
A small agency uses a spreadsheet to track pitches and replies, and a free alert to catch new mentions. It reports monthly on coverage and visits to the client's website from articles.
4 Apply it and download
- Set up a pitch tracker.
- Set up alerts for the brand name.
- Choose three PR metrics.
Worksheet Media pitch template and press list trackerOpen, print or save as PDF