Key Performance Indicators (KPIs) are usually developed by the client in collaboration with Echo. We have helped with KPIs ranging from broad indicators (such as increasing share of voice or raising message penetration) to specific measures (such as increasing opinion former awareness by x%, employee engagement by y% and third party advocacy by z%).

The choice of KPIs flows from the overarching purpose of the communication. The initial purpose may be generic profile-raising, by growing share-of-mind. But it will more usually be about behavioral change: understanding the stakeholder view more closely, seeing an issue or policy afresh, buying differently, changing habits, or providing greater support. All these communications outcomes and more can be measured by KPIs.

KPIs and setting targets

KPIs allow chosen targets to be set and met. This can be a once-for-all target, or a gradual series of targets over time. Different KPI-based targets can be set for different stakeholder groups.

KPIs developed by Echo are used by some clients to motivate PR teams, and to link good achievements to rewards. For example: one of three operational conditions for one client’s bonus eligibility is that media favorability should not fall below a certain percentage point, while for another it is about maintaining recognized leadership in a certain area.

Understanding the drivers of (and barriers to) attitude and behavior change is of course essential before you can set up KPIs. Echo helps clients with that all-important discovery: what are those triggers for success and how do they translate into KPIs?.