How To Measure PR’s Value
How To Measure PR’s Value.
Like everything in marketing, if you don’t measure or analyse your results, how can you see where success lies?
PR is one of the hardest functions to measure. When dealing with relationships and reputation, how you do measure sentiment? When you’re dealing with an integrated marketing campaign how can you attribute success to one strand of marketing activity?
AVEs (Advertising Value Equivalent) used to evaluate PR success were the original vanity metric. Over-inflated calculations as to what a piece of coverage was worth.
The industry has evolved over the years and has been driving measurement of PR activity beyond the output (media coverage) with more focus on measuring outcomes (impact). If you're hiring a PR professional or agency, ensure you're working with someone who helps you measure your activity's impact, which is easier with today's metrics.
Despite this progress, other companies and organisations still insist on this out-dated metric. For clients to see the value of PR spend, it’s important that both sides of the coin – PRs and clients - push for better evaluation and reporting.
This week, we’ll break down how to evaluate and measure your PR activity and review the value against your budget investment.
Join us as we continue our series to help business owners demystify PR and achieve great results for their business.
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