Measure what matters – how to ensure your PR delivers on the bottom line

by Scott Douglas

Saturday, December 6th, 2014

Run the rule over your public relations to get maximum return on investment


IOur essential business guide to added value PR servicest’s the perfect time for businesses to reboot, restore and revitalise, including your public relations efforts. Our series of posts offer an at-a-glance guide to added value services, to help you find the ideal PR agency, or benchmark your existing PR service.


PR agency Holyrood PR collected a gold award for best use of PR measurement and evaluation in 2013EVERY business using PR services should get results they can actually measure. That means they see coverage and online activity that demonstrably improves the bottom line.

Measuring the business benefits of PR is one of the most difficult parts of the process. That’s why so many public relations agencies fail to do it.

Of course, there are agencies who do make the effort – but you should ask any PR agency you are working with or considering working with, to explain in detail how they will measure your results to ensure you are getting a return on investment.

It’s worth mentioning that only one PR agency in Scotland has been recognised by the Chartered Institute of Public Relations for their measurement work. Yup – we’re the only public relations people to have won a CIPR Pride Award for effective measurement.

In 2013 we collected two golds and a silver at the annual Scottish PR ‘Oscars’ – the Chartered Institute of Public Relations (CIPR) Pride Awards.

The pick of the bunch was a special Gold Award for Best Use of Planning, Research, Measurement and Evaluation. This was a special award given by the judges who had considered hundreds of entries in multiple categories.

The judges said: “This was a campaign about reputation. It was not just about saturating the audience with a message, it was about creating a strategy that would change perceptions … overall, this entry deserves Gold for setting measurable objectives at the start of the campaign and maintaining the focus through to completion.”

This was no one-off fluke. In 2014 we went on to claim a further five CIPR awards, while in 2015, we were named Scotland’s Oustanding Small PR agency, while also collecting two other accolades. Effective measurement of results for clients was a vital element in every one of those award wins.

But make no mistake, while we have picked up plenty of silverware, the accolade which makes us most proud is that specially awarded Gold for measurement. Why? Because it shows just how committed we are to delivering results that have a measurable, positive impact on our clients’ businesses.

As of 2016, we remain the only public relations agency in Scotland to have won this accolade. Yet another factor that makes us unique.

Our essential business guide to added value PR servicesDon’t forget to check out the other four posts in this series:

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Scott Douglas, of public relations agency Holyrood PR in Scotland

Scott Douglas

Scott Douglas is the co-founder of the multi award-winning Holyrood PR, renowned public relations agency in Edinburgh, Scotland.
As well as providing expert PR services in Scotland and the UK, the former journalist heads a team which offers a host of other professional media services.
Those include crisis management PR, photography for business PR, affordable business video, social media campaigns and strategic content planning and delivery for businesses of all sizes.

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