Getting Results That Matter – How To Measure PR Success
To make your PR campaign count you need to know exactly how to measure public relations
WHEN YOU or your company embark on a PR campaign with Holyrood Partnership, we want it to be a success every bit as much as you do.
Satisfied clients who swear by the effectiveness of public relations are the surest way for us to win more work, both through repeat business and via the power of word of mouth recommendations.
That’s why we put so much effort into working with our clients from the outset to agree realistic, achievable and measurable objectives.
Now, we’re going to be honest – the measurement stuff is actually pretty difficult and not the most fun you can have in the world of PR. In fact, we’d much rather be interviewing people, digging out cracking human interest and business stories, organising photocalls and shooting video.
Quite simply though, measurement is a must. It is also different for every client and for every campaign.
We’ll work with you to establish exactly what results you want and to make sure the objectives are tied to your business plan. Then we’ll carefully agree the metrics to be used to gauge success. That way you can be sure the fees you spend are delivering a worthwhile return on investment (ROI).
But don’t just take our word for it. At the 2013 CIPR Scotland PRide awards we won a 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 – and decided that our campaign to promote the benefits of a proposed wind farm in the Scottish Borders was the best of them all in terms of delivering measurable results.
In awarding the Gold 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.
“Clear and measurable objectives helped this entry to stand out from others. The use of a scoring system to measure the tone of media coverage ensured that evaluation of success took into consideration quality of coverage and not just quantity. Evaluation against objectives included the implementation of a ‘sentiment’ scoring system and measurement of the use of key messages in the media.
“Overall, this entry deserves Gold for setting measurable objectives at the start of the campaign and maintaining the focus through to completion.”
Feel free to read the full details of the award-winning PR campaign where they are shared on the CIPR website – or on our own version of the case study, by clicking on the image, left.
Of course, you can also see the many other ways we have measured success for a wide range of clients – from hotels to vibration safety experts – by visiting our Case Studies page.
In each case we’ve inlcuded a short, easy-to-digest description of each campaign and the results it achieved. For more information you can also download a more detailed case study which will further explain how success was measured in each case.
Find out how you can get PR that delivers clear and easy to measure results for your business
We’d love to discuss the way that measurable PR success could help you positively transform your business successes. We’re a chatty bunch and you can get hold of us on 0131 561 2244.
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