Before we get started, let's make sure everyone knows what we are talking about. KPI is a key performance indicator (or performance indicator) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity (such as projects, programs, products, and other initiatives) in which it engages. Measure your PR performance against key business objectives. To better understand what KPI is all about, let’s take it to the basic: KPI stands for Key Performance Indicators – “a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use key performance indicators at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the enterprise. In contrast, low-level KPIs may focus on processes or employees in departments such as sales, marketing, or a call center.” Now, after we’ve got this clear, we can start with understanding the essential KPIs for PR: Web Traffic: PRs can have a direct impact on your organic (unpaid) website traffic. Increases in traffic can be traced to specific guest posts, press releases, and earned media. You can easily measure the potential for organic traffic coming from a particular website by calculating their page views. All you have to do is follow the next steps: 1.Download Similarweb’s Traffic Rank & Website Analysis Extension: Chrome | Firefox 2. Now let’s take Forbes just, for example: After I entered Forbes, I clicked on the Similarweb extension on the top: The formula to calculate pageviews is straightforward: Estimated Visits * Pages per Visit = Pageviews Per Month. With Forbes, for instance, the calculation will be – 104.9M * 3.02 = 316.7M Pageviews a month. This simple formula will help you to get a better understanding of the web traffic for specific publications that you will appear on. Another essential method to evaluate the quality of the website you are currently mentioned will be to check where their traffic is coming from (traffic source). To do that, we will have to divide the traffic sources into three different tiers, based on their GEO location. We can easily divide the GEO locations to 3 different Tiers: Tier 1 – GEO set that every ICO desires to work with. The wealthiest countries and the most competitive GEOs (USA, UK, France, Germany). Tier 2 – Less competitive locations and lower average income per person (Brazil, Hong Kong, Israel). Tier 3 – Developing countries and consumers with low purchasing power (India, Bangladesh, Nigeria). source Let’s examine Forbes once again: As you can see above, over 50% of Forbes’s traffic is coming from Tier 1 countries (50.29% the US, 5.87 UK, 4.26% Canada, 2.36% Australia). We can say that Forbes is a top-tier (Tier 1) news website, since most of its traffic is coming from Tier 1 countries. Using these two, simple steps to analyze both traffic volume(pageviews) and traffic locations, as we did above, will help you to determine the Tier level of the publication (news/finance websites) your ICO/STO is mentioned in. Media Mentions: How popular is the campaign? How often is it talked about or discussed in the media? This factor can help you measure your PR company performance by setting a specific mention goal. For example, four mentions on a top-Tier finance website, six mentions on top Tier crypto websites, etc.… Content Quality: As you probably know, high-quality content is super relevant ( Check out “How to write and what to write about when it comes to ICO Pr” guide. When it comes down to PRs and content, at the end of the day, it’s all about the content quality and placement. You can have a wrong article on a top-Tier website or have a significant item on a low-Tier webpage, but these two won’t help you at all. Your top KPI for PRs will be a combination of content and exposure. Typically, there are two ways to examine your content quality: sentimental analysis, and prominence. Sentimental analysis refers to how the campaign talks about. Was it in a positive light, or an unfavorable light Distinction refers to how distinguished the campaign is in the media. Is it briefly mentioned deep within an article, or is it featured on the first page of the website? If the campaign doesn’t seem to be prominent, then the PR agency may decide to change the direction of their campaign. Either way, this is very easy to verify and monitor. Read through the articles that your PR company is getting you covered in. Impressions: Impressions are a figure of the number of times your brand’s mention has potentially been seen. In your case, the impressions count will be the number of times that the article where your ICO/STO is featured was viewed/read. Most companies don’t favor this KPI, as it is challenging to identify the merit of the number of impressions. In your case, you should ask your PR agency to monitor the number of views their content receives, to provide you with insight into just how big their audience may be, and this KPI can support the other KPIs that we mentioned above. Good luck