How to measure PR ROI

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The Simons Group has been working on many different and exciting PR projects. Over the last few weeks, I have been thinking about all of the achievements we have made for clients, but wondered how and when you can label a project truly “successful.” Sometimes, we only see the trees and not the forest, but it may be time to view our results in a different way.

Before you can measure success, you need to decide which metrics align with your organization’s needs. Are you looking for more hits on certain landing pages of your website? Would your CEO be happy with one mention in a local media outlet or does he want national recognition?

Here are a couple of tips to help you determine your public relations return on investment:

  1. Build long-term relationships. If you have a strong social media presence, ask yourself if you’re making the most of those connections. When new connections retweet or share your news, be sure to look at who these influencers are. Reach out to them and thank them for sharing or follow them back. It will help you expand your audience and double your online efforts.
  2. Survey your audience. Want to know if a campaign was successful? Send out an optional survey to get your customers’ feedback and ask them whether they found your latest tips helpful, if they’d like to learn more about a particular topic, and more.
  3. Consider quality over quantity. When reviewing results, look at the reach. You may have been placed in only one or two publications, but how many people are you reaching? Can you also publish the results on your website to get additional coverage? Is securing one national news outlet, instead of two local papers, more of a success to you? Be sure to look at results from all angles to figure out what is best for you.
  4. Plan for a crisis. If your PR team had to put out a fire, how did you handle it? Was everyone aware of what to say or not to say? How quickly did you notify the media? Be sure that your whole team is on the same page and knows how to respond in an emergency situation. In addition, review your response time, as well as results, to determine if you need to change your procedures for future crises.

No matter what you do, decide what the main objective is and continue to tie your initiatives back to your key goals.

How do you measure success for your PR efforts? Let us know in the comments below.

 

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