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Be in it for the long haul:

Jul 7

Written by: belinda
07/07/2009 07:40 

“Be in it for the long haul:  The key point to remember about PR is that it is a long term investment financially and in time – do not expect any PR professional worth their salt to deliver one press release, and leave it at that.  To continually promote your brand, and the initiatives and activities involved in its calendar, the PR effort must be ongoing for maximum impact and credibility with the media and your customers and stakeholders.  If chosen and planned well, a successful strategic PR campaign can deliver outstanding results for your business.”

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2 comment(s) so far...

Re: Be in it for the long haul:

What type of metrics do you think clients should use when evaluating the success of a PR campaign? Event attendance or sales are obvious ones, but what about for "softer" brand-building activities? These are often the ones that are harder to sell to management because they don't have an immediate ROI.

By Julia on   12/08/2009 10:06

Re: Be in it for the long haul:

The standard metrics are:
• Sales of products and services - easy to evaluate especially using efficiency metrics such as cost per impression; cost per media value ratio or cost per message
• Increased market share - as above but focusing on competitive media analysis
• Enhanced brand equity - analysis should be focused on messages of value and unaided awareness research pre and post campaign
• Enhanced reputation - analysis of media to each defined public, also positive/negative communications received. Use focus groups or surveys - pre and post campaign.
• Increased profitability - especially focusing on internal comms measured against churn rates, customer service, average cost per sale etc.
• Crisis management - real time media analysis compared to sales, share price etc pre and post crisis
20-20 PR has always used a combination of the client's internal figures such as improved sales, website hits etc. plus equivalent advertising values for exposure gained. This at least gives some ROI benchmark especially over the long-term, especially if the client’ budget doesn’t stretch to ideal research levels – which most SME’s simply cannot afford.

By belinda on   12/08/2009 10:27

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