According to a 2017 PRCA survey, over 75% of agencies say they no longer use AVE as a method of evaluation. But we see – outside of the largest agencies – there is often a lack of awareness of how to accurately measure the effect of PR against an organisation’s objectives.
Your clients (or your management team) have hired you because of your expertise in running PR and content marketing campaigns. Not because you’re a data scientist or statistician. But, at the same time they are asking for ever greater levels of analysis to justify the marketing and PR budget (be it £500 or £50,000) to the C-level management.
But doing so takes time, that could be used to get more coverage or write more content.
And the less time you have the more convoluted the reports will be. As Mark Twain (probably) said “I didn’t have time to write a short letter, so I wrote a long one instead.” And just as it takes time to write concisely, it takes time to develop an evaluation strategy that measures the right thing for the client’s specific needs, shows your value and can be performed reliably, easily, quickly.
We’re here to help at the outset of a campaign (or when ever you need us), implementing simple, yet bespoke PR evaluation strategies that your team can run easily, cost effectively and quickly – showing you what is working / what needs changing; and allowing you to concentrate on getting results that meet your clients goals.
If you’d like to find out more about what we do, discuss possible pitches or new campaigns and want data to back up your reasoning, or revise your strategy then get in touch via the contact page.
You can also read some of our research here.