Comment mesurer l’efficacité des relations presse ?

par | Mar 24, 2023 | Relations presse | 210 commentaires

mesurer la performance des relations presse
Les relations presse sont un outil de communication efficace pour accroître la visibilité, la notoriété et la crédibilité d’une entreprise. Cependant, il est important de savoir comment mesurer l’impact de ces actions pour évaluer leur efficacité, car ce domaine de la communication est souvent perçu comme opaque. 
Mais comment mesurer l’efficacité des relations presse ?
Comment connaitre les performances et l’impact des camapgnes ?
Il existe plusieurs indicateurs clés qui peuvent aider à évaluer l’efficacité de votre stratégie de relations presse. L’équipe de 3COM-Médias partage avec vous les bonnes pratiques pour mesurer l’impact de vos campagne et évaluer la visibilité de votre entreprise. 

Temps de lecture : 4 min

1. L’augmentation du trafic du site web et de la notoriété sur les réseaux sociaux 

Une des premières façons de mesurer l’impact des relations presse sur la visibilité d’une entreprise est de surveiller l’augmentation du trafic sur son site web et ses réseaux sociaux. 

Si les relations presse ont réussi à générer de l’intérêt pour votre entreprise, cela devrait se refléter sur les chiffres de fréquentation en ligne. Il est donc important de suivre les statistiques de visiteurs uniques, de pages vues, de temps passé sur le site et de taux de rebond. De même, l’analyse des données sur les réseaux sociaux tels que le nombre de followers, les interactions (likes, partages, commentaires) et la viralité des publications permettent de mesurer l’impact des relations presse sur la visibilité de l’entreprise.

2. Le plus rapide : l’augmentation du chiffre d’affaires 

C’est sûrement le facteur le plus facile à déceler dans l’impact d’une campagne médiatique. 

Si votre chiffre d’affaires augmente de façon notoire à la suite de la publication d’un article, d’un reportage ou d’une interview, cela démontre que des gens ont adhéré à votre produit ou à votre entreprise. 

L’objectif final sera de voir si cette augmentation est seulement ponctuelle ou si les retombées presse assurent une visibilité médiatique sur la durée. Vous pouvez également mesurer le taux de signature de nouveaux clients, de prospects ou du nombre de nouvelles adhésions. 

 3. Le plus fiable : l’Équivalent d’Achat d’Espace (EAE)

Beaucoup d’agences de communication travaillent avec cet EAE (Équivalent d’Achat d’Espace Publicitaire). Derrière ce terme méconnu se cache un des moyens les plus fiables pour analyser la réussite de votre stratégie presse. Son principe est très simple : exprimer en équivalent d’achat de publicité la taille d’un article dans la presse. Ainsi, si vous obtenez une demi-page évoquant uniquement votre société dans l’édition papier des Échos, vous regardez le prix d’une demi-page de publicité au même endroit et vous faites l’équivalence. Si cette demi-page coûte 5 500 € en publi-reportage, vous obtenez 5 500 € d’EAE. Ce calcul permet d’évaluer la rentabilité des relations presse dans votre budget communication.  

Pour conclure

Les relations presse exigent une expertise dans le domaine de l’analyse des médias et des canaux de communication. Souvent, les entreprises n’ont pas les ressources internes ou les outils spécifiques pour mesurer l’impact des retombées presse.

3com-médias vous accompagne dans vos actions de communication auprès des médias et vous fournit une analyse complète et transparente de la performance des actions menées. 

Besoins de conseils en relations presse ?

Contactez-nous

 

L’équipe 3COM-Médias accompagne ses clients dans le développement de leur notoriété grâce à des pôles qui s’articulent dans une logique de communication globale : relations presse, créations de contenu on line et off line, communication digitale et réseaux sociaux.

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