Public Relations Measurement – How To Get Accurate Results

by Robert F. Read My Articles, Learn More... Public relations efforts can help, but you need a way to get accurate results. You need a way to really know the success of what you have put into it. If you work for other clients, they are definitely going to be asking how to measure the outcome of what they paid you for versus what they got. Public relation is a service, not a tangible product.

There is no standard out there for public relations to be measured by, so you can’t just use that as a checklist to go by. Instead, there are quite a few options, and you get to pick for your business what you will adhere to. It is a good idea to put these forms of measurement in writing too for the clients to read and agree to. That way there is no misunderstanding about what you are offering and what they get in exchange for the cost. To know more, check out this website.

Creating your own approach to public relations measurement though doesn’t have to be a blindly forward moving process. Instead, there are common practices and elements that you can incorporate. You can use models from others that have worked successfully and use them as a foundation for what you offer.

Emphasize the public results you get. How many people can you reach? Of course this would be a ballpark figure. You can use that information as an equivalency measure for the types of publicity placements you use too. For example, you can offer to get a public relations piece into a particular newspaper. By finding out how many daily subscribers there are, that gives you a good idea of the outreach.

That doesn’t tell you just how many people read it though. If you offer a discount code or coupon with that piece in the newspaper, then the company can review how many people redeem that offer. That is a very good way to measure the success of that particular outreach.

Focus groups, polls, and surveys, are far more time consuming from your point of view. However, they are also going to offer the clients you work for some results they can really sink their teeth into. Based on that feedback from customers and potential customers, they can determine what changes they should implement, new products to introduce, and items that they may need to eliminate.

There are some media evaluation tools too that can be used to compile results. The problem with them though is that they are often time consuming. They can be complex to use too and that makes it harder for the clients to really understand the results of the data that has been collected. In the end, if they can’t decipher that information, then the public relations measurement isn’t going to be successful.

There is plenty debate out there about how public relations measurement should be conducted. Make sure you don’t offer something that you can’t verify or that you can’t stand behind. For example, you can’t guarantee the company will get a certain number of new customers after a press release has gone public.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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