Coverage should not be the end goal of any PR campaign, merely an intermediate step to bring about a change in behaviour. And to demonstrate the effectiveness of PR – and justify the budget – it is this change that needs to be measured against the company’s unique set of objectives.
The 19th-century merchant / marketer is quoted as saying: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And just as only a proportion of advertising spend is wasted, a proportion of the PR spend (for both earned and owned content) is wasted too.
We work with PR agencies and in-house teams to define appropriate ways of measuring the effect on a company’s goals – and help show how the campaign has met these aims, giving independent credibility to your reports.
And (more importantly) we help identify which tactics aren’t delivering – allowing you to reallocate budget to projects that work.
If you’d like to find out more about what we do, discuss some of the challenges you’re currently having, then get in touch via our contact page.
You can also read some of our research here.