From the desk of Jen Roane…
article is the second in a series of three intended to shed light on the
subject of measuring ROI in public relations.
Always a subject of discussion among marketing and PR professionals, measurement seems to be even more important these days. The question is coming up earlier in the discussion process than ever before. Is there a way to understand the ROI in public relations without using outdated ad values or extensive research that eats up resources?
“If I hire a sales
person, I have a clear return on my investment and it’s pretty immediate.”
We’ve heard this statement or a version of this statement a half dozen times in the last six months from executives looking for a corresponding way to measure their public relations efforts.
there are hybrid approaches that can be used to effectively measure public
relations and deliver a clear return for businesses.
Consider this: Content + Engagement = Influence
upfront what the substance is, the content, for any given program will
start to build the what, how, and when pieces of the next element of the
equation – engagement. Are there key stakeholders? Who makes up the
circle of influence? Is the content right for each audience? It’s critical to
look at all of the relationships and then start evaluating the progress of the
overall engagement with these constituencies on a regular basis.
combining a continuous stream of content with a solid set of engagement goals,
the influence of any given PR program starts to become clearer. Add to
this attentive communications between the agency and the client, and all
parties have a solid map of what success will look like. This also provides a
consistent feedback loop in case adjustments need to be made along the way.
This formula can be applied across PR programs – everything from traditional media relations to more of the community and social-based relations. Overall, success can be measured not only by whether or not the targets are hit, but also whether or not the broader effort is sustaining itself and therefore truly forging a place for a brand in the market.
As we have discussed, measurement can take many forms. If you’re content with how your program is measured, you are ahead of the game. If you haven’t really implemented a system or you are not satisfied with the way you are currently measuring the investment your company is making in PR, you might consider utilizing this method of measurement.
Next week we’ll examine yet another valid way to approach measuring your public relations efforts. Stay tuned…