Published: 21 Sept 2018
Why a new approach to PR measurement is essential to demonstrate ROI to brands
What is PR?
Public Relations is about managing reputation with the aim of earning support and influencing behaviour and opinion. It is the strategic, planned effort of establishing and maintaining goodwill between a business and its publics, or more commonly referred to as ‘audiences.’
Why is it valuable?
In today’s saturated market, reputation and awareness enables businesses to stand out from the crowd and compete whether they are a start-up, scale-up or established brand. Strategic and creative external communications can help to manage reputation by forging strong relationships with customers and stakeholders.
Existing measurement methodologies
For a long time agencies have pushed a form of measurement that is out-dated. One which enables them to wash their hands of client sales and business performance. This is not in the best interests of brands.
A variety of measurement categories are being used to demonstrate campaign impact including coverage volumes, readership figures, sentiment analysis, message penetration, website views, and click-throughs.
These are all useful ways of tracking the output of external communication efforts but can they truly be an indicator of business impact? The answer is no – they do not demonstrate a direct link to sales performance or business growth.
Some PRs avoid this issue altogether out of the fear that their communication campaigns will be judged directly against business success. Fundamentally, if they are not measured against business success there’s something very wrong here. Why would a business invest in PR if they are unable to calculate the level of return on investment? This is a major concern for marketing teams when working with PR agencies, and is a key reason why PR budgets are being cut across the industry.
A new approach to PR measurement
We must go beyond a measurement model where key performance indicators (KPIs) are self-serving to agencies, and provide a better way of showcasing return on investment linked to sales performance and business impact.
The first step is to take accountability and integrate fully with client teams and stakeholders. Public Relations does not operate on its own in a vacuum. It’s part of an integrated business and marketing ecosystem. To provide a better form of measurement we need to remove the polarisation between ‘agency’ and ‘client,’ and see brand building as a collaborative one involving marketing, sales, customer relations, business development and the c-suite.
Effective PR shapes and creates conversations which lead to opportunities to grow client businesses and influence purchasing decisions to drive sales. To measure success we need to track external communications efforts within the context of the brand’s customer relationship management (CRM) process over a sustained period of time.
Only then can we measure the true impact of PR.
Interested in hearing more about how public relations can grow your business, drop us an email to firstname.lastname@example.org
By Will Painter, CEO and Founder, WP Communications
Published: 21 May 2018
‘The future of work is flexible collaboration’
There’s no doubt that agile or flexible working practices is a hot topic of discussion across a variety of industries at the moment. Both small and large businesses are realising the benefits of increased productivity and workforce motivation that flexible working brings.
A 2017 report by the Holmes Report shows that the global PR industry is worth over £11.2bn. More than ever before, the PR and communications industry provides a golden opportunity for aspiring and established communications consultants to work across a diverse range of brands and sectors.
However, there is a current lack of trust which is stunting true flexible working across workforces and not enough employers are putting these schemes fully into practice, merely paying lip-service to the diverse needs of growing and highly skilled workforces.
Flexible working has many benefits including increasing employee motivation, engagement, well-being, and productivity. At the same time, it is helping to meet the needs to clients much more effectively.
Brands desire better and more measurable business outcomes from PR and marketing activities. An agile workforce serves these needs, with teams of specialists scaled around specific client objectives while at the same time maximising resources. By enabling people to work in a way that is convenient and productive for them exceptional results are delivered.
By deploying a network of specialists the amount of relevant experience is increased, including a greater understanding of the client’s business, the client’s customers, and the industry. This is instead of the traditional generalist model: spreading teams too thinly across accounts which may not have the prerequisite knowledge or experience to service the customer effectively.
For productivity and high levels of service to be ensured businesses need to change nostalgic, traditional working models and embrace agile practices where team members are treated as valued partners and collaborators.
It’s time to champion employee empowerment. This will lead to greater productivity, well-being, and deliver better outcomes for the clients they work with.
By Will Painter, CEO and Founder, WP Communications