Measurement and evaluation

Measurement and evaluation

Apparently, Bill Gates once said that if he was down to his last dollar, he’d spend it on PR. Yet, unlike other weapons in the marketing armoury, PR’s true value can be difficult to quantify. A website can tell you how many unique visitors it has had; an electronic mail campaign can analyse the number of recipients who opened and read the content; and telemarketing activity can analyse the number of leads generated. But what can PR tell you?

Well, we think it can and should tell you a great deal. We also think that any PR agency worth its salt should make the effort to provide clients with evidence that a PR campaign is working hard and generating a return on investment.

PR is not a dark art but neither is it an exact science, which is why we work with clients to establish ‘what good looks like’, what their key business objectives are, what they want to say and who they want to say it to. We then inject oodles of energy into making your campaign happen.

And when it comes to evaluating our success, we use a variety of measures. From readership profiling to analysing the extended reach of communication delivered, press coverage sentiment and ‘key message’ inclusion to the hotly debated AVE comparison: we promise to take the time to demonstrate that we’re not wasting yours.