Is your PR agency performing?
Relationships between brands and PR agencies shouldn’t be like a revolving door. It takes time to get to know a new client and work out how best to make communication count for their business.
On the other hand, it’s worth keeping tabs on whether your agency relationships are truly effective at generating real business outcomes in return for your investment. So, how do you check that your agency is performing?
It’s all too easy to rely on a few top-line metrics such as volume of coverage or sentiment to judge whether you’re getting value for money. Busy executives need concise information – but using the wrong data can be just as damaging as having no data at all.
Unless you know how the audience is engaging with your media coverage and reacting to it, you can’t really determine whether your PR budget is translating into business results.
Not all media coverage is equally effective and, while agencies like to be evaluated on how many articles they’ve generated, our experience tells us that only 20% of this is likely to be having a genuine audience impact.
If you would answer Yes to any of these questions, get in touch on firstname.lastname@example.org
- I don’t know how many people are really likely to have read, and reacted to our media coverage
- I have no idea which publications generate the most valuable, effective coverage for our organisation
- It’s not clear to me how coverage translates into website visits, Google search or sales
- I’d love to know how PR results compare to advertising or other activities
- It would be great to measure the outcomes of our campaigns compared to competitors’ campaigns
- I can’t tell whether our agency is taking on board lessons learned, so that results are improving over time