What Are Your Public Relations Efforts Worth?
You know you need to get the word out about your company. You also know that viral marketing alone won’t cut it. So you piece together a public relations strategy. Maybe you do it in-house, maybe you hire a PR outfit. Whatever road you choose, you want a decent return on that investment.
The question: How to measure success?
Advertising agencies claim you get more bang for the buck with them, but numerous studies (and common sense) have shown that articles in major media have more credibility than advertisements. “Buy My Product!” will always be a less convincing approach than getting established reporters or customers to tout a firm’s services in a magazine.
The problem is, calculating the return on any PR campaign is far from an exact science. Is it the total number of stories in the media? Is it the number of new customers through the door? Is it some vague perception of your company’s brand? Is it a combination of many variables? And if so, how do you track and properly weight all of them?
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