How do we measure PR?

by on August 30, 2011

More than Marketing

Successful Public Relations (PR) influences the environment in which sales occurs in two key ways:

  1. It raises the buying public’s awareness of your companies products and services
  2. It positions your company as an authoritative, reliable partner

While any marketing effort (from advertising to direct mail) works towards the first objective, the key benefit of PR is that it achieves both.

In fact, so influential is PR in these areas that organisations – from the Harvard Business School to the Public Relations Institute of Australia – rate positive PR as being five to seven times more effective than an advertisement.

Making it tangible – Return on Investment (ROI)

Because PR improves the buying public’s predisposition to choose you over your competitors, whatever your business proposition, it will eventually contribute to the bottom line. However, measuring this contribution is not quite as straight forward as many businesses might like it to be, but it is possible.

From a pure business perspective ROI is a monetary result. This is one way of measuring the success of PR, however it’s a narrow view because results yielded by PR won’t necessarily be monetary.

At Taurus we believe the primary goal of any effective PR campaign is knowing and achieving communications objectives – which ultimately derive from your business objectives, which in turn usually feature financial objectives.

Therefore, ROI of PR can only be measured by the achievement of clearly defined objectives – and the most important part of this is constructing measurable objectives in the first place.

Campaign planning: The difference between outputs and outcomes

From the start (planning phase) we’ll sit down with you to set objectives that are realistic and achievable. For example; increase media coverage in target media by 20 per cent compared to last year.

Furthermore, as well as measuring the quantity of coverage we measure the quality of the coverage, for example:

  • Did the business get a headline mention?
  • How prominently was the business mentioned?
  • Did the story reach its target audience?
  • Was there are photo to accompany the story?
  • What issues were discussed?
  • Did the story convey the business’ key messages?
  • The positioning of the story e.g. front page, headline news, main page, prominent section
  • Circulation reached

This is one of the most effective ways of formulating a clear understanding of what PR is achieving for you and how it is supporting and driving your business objectives.

The lifecycle of effective PR

PR isn’t set and forget. At Taurus we believe in a process of continuous consultation and evaluation to ensure the communication goals we are working hard to achieve still resonate with you. We’ll construct tactics to support any change in your strategy.

Going beyond just generating outputs, at Taurus we insist on setting appropriate goals and measurable objectives, because we are committed to producing meaningful outcomes for our clients.

We’ll take the time to work with you to nut out the communication outcome desired, the target audience, the expected level of attainment and the time frame. If we think something won’t work, we’ll set you straight – it’s our reputation on the line.

The PR tool box

  • Media relations
  • Internal communications
  • Perception audits
  • Testimonials
  • Events
  • Press releases
  • Product launches
  • Investor relations
  • Surveys e.g. media, customers
  • Case studies
  • Seminars
  • Website
  • Crisis planning and reputation management
  • Community relations

and many more…

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