As with all communications, the value is in the evaluation. What have you achieved and what was the value? Here we go back to our objectives and measure:
- Output – measurement of coverage achieved, readership numbers, social media mentions and shares etc.
- Outtake – researched measurement of changes in attitude (audience sentiment)
- Outcome – measurement of changes in behaviour for example: increased buying, website hits, retention etc. This traffic can only be accurately attributed to a specific PR activity if they come directly through a backlink.
By sticking to this straightforward planning outline and concentrating on the “why” of the campaign at all times, letting it guide your narrative and helping you to target relevant outlets, you can harness the power of PR for your own objectives. The value of a message that comes from a credible, external spokesperson is often much higher than that originating from the source. And the best thing about PR? It is free. Winning!
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