Incorporating Accessibility into PR Measurement: Metrics that Matter for Inclusive Campaigns

Making campaigns accessible is not a frequently discussed topic in public relations and communications. However, it has become a vital need and a strategic necessity. Why? Not only does it resonate with a larger audience but it also drives home the message of inclusivity. With the rise of social responsibility, PR teams have a priority to make sure that all types of audiences can engage with their campaigns. While accessibility is a legal obligation, it is also a moral imperative. While the success of a campaign can be evaluated on different factors, the accessibility factor of a campaign should also serve as a yardstick for the success of a campaign. From making sure that the content can be accessed on all types of devices and platforms, to making the message clear and understandable, accessibility can also help your campaigns stand apart.

Here are some of the metrics PR professionals can use as metrics to make campaigns inclusive:

WCAG compliance: Web Content Accessibility Guidelines, shortly known as WCAG, is a set of internationally recognized benchmarks to make content on digital platforms accessible, particularly for people with disabilities. Why do these guidelines exist? To ensure they can also understand and interact with websites and their content, regardless of their abilities. This also means creating content that can be consumed by all types of people, including those with visual, auditory, and cognitive impairments.

Feedback and response rates: While it is important to know how well a campaign performs, it is equally important to understand how well a campaign resonates with those who need accommodation for accessibility. PR professionals can ensure the same by considering the different demographics to make sure they are inclusive.

Content accessibility: PR professionals can track the number of times chosen captions, and audio descriptions are used, particularly in multimedia content. This will help check how clear and simple the language is being used in a campaign so that it appeals to a much wider audience.

How to make PR campaigns accessible?

Conduct accessibility audits: Check your digital content if it meets all accessibility standards. From closed captions to alternate texts, you can use tools like Lighthouse to identify areas that require improvement.

Inclusive content strategy: Let accessibility be the cornerstone of our campaign. From using simple and clear language to providing alternative text for images, make sure these are not mere additions, but non-negotiables. The best way forward would be to make sure your team has an accessibility expert. Why? They will play a key role in making your campaigns accessible.

Training: Out of the different types of training offered in a workplace, make sure that accessibility training is also an integral part of your learning and upskilling initiatives. This can either be done in-house or through partnering with advocacy groups or experts.

All of this to say…

Making your campaigns inclusive will resonate well with larger audiences and will play a key role in contributing to a more inclusive tomorrow. Incorporating metrics that focus on accessibility can help ensure that campaigns are equitable. The PR industry continues to evolve, so giving priority will set your campaign apart by contributing to PR as a socially conscious and responsible profession. If you are still curious about the different accessibility guidelines, make sure you check out the official website of WCAG and explore tools like Lighthouse. Additionally, partnering with advocacy groups or professionals can help you gain insights into making sure your campaigns are more accessible.