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How do you measure the ROI of your PR campaign?

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Public relations (PR) is a strategic communication process that builds and maintains mutually beneficial relationships between an organization and its publics. PR can help you achieve various goals, such as increasing brand awareness, enhancing reputation, generating leads, or influencing policy. But how do you know if your PR efforts are paying off? How do you quantify the value of your PR campaign and justify your budget? In this article, we will discuss some common PR objectives and metrics that can help you measure the ROI of your PR campaign.

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1 Define your PR objectives

Before you launch your PR campaign, you need to define your specific and measurable objectives. What are you trying to achieve with your PR activities? Who are you targeting and why? How will you know if you have succeeded? Your PR objectives should align with your overall business goals and strategy, and they should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, your PR objective could be to increase your website traffic by 20% in six months, or to generate 50 media mentions in a quarter.

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Ali Al-Naseri

I share what I learn about Data-Driven PR | On a mission to demystify PR and show that it can be less stressful
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I would start by conducting solid formative research before creating a long list of communication objectives. There are a number of areas that should be covered in this research, such as the channels used, keywords covered and missed, audience reached and missed, successful counterparts' communication activities, etc. As soon as I receive this input, I will closely examine the business objectives and this year's areas of focus for the organization, and then begin to develop the initial list of objectives.

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2 Choose your PR metrics

Once you have your PR objectives, you need to choose the appropriate metrics to track and evaluate your PR performance. Metrics are the indicators that show how well you are meeting your objectives. They can be quantitative or qualitative, depending on the nature of your PR objectives. For example, if your PR objective is to increase your website traffic, you can use metrics such as unique visitors, bounce rate, or conversions. If your PR objective is to enhance your reputation, you can use metrics such as sentiment analysis, share of voice, or trust score.

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3 Collect and analyze your PR data

To measure your PR metrics, you need to collect and analyze your PR data. PR data can come from various sources, such as media monitoring tools, web analytics tools, social media platforms, surveys, or interviews. You need to use the right tools and methods to gather and interpret your PR data, and to ensure its accuracy, validity, and reliability. You also need to compare your PR data with your baseline data, which is the data you collected before your PR campaign, to see the changes and improvements.

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4 Calculate your PR ROI

To calculate your PR ROI, you need to compare the value of your PR outcomes with the cost of your PR inputs. The value of your PR outcomes can be estimated by assigning a monetary value to your PR metrics, such as the advertising value equivalent (AVE), the customer lifetime value (CLV), or the earned media value (EMV). The cost of your PR inputs can include the expenses of your PR staff, agency, tools, or media. The formula for PR ROI is:

PR ROI = (Value of PR outcomes - Cost of PR inputs) / Cost of PR inputs

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5 Report and communicate your PR results

The final step of measuring your PR ROI is to report and communicate your PR results to your stakeholders, such as your management, clients, or partners. You need to present your PR results in a clear, concise, and compelling way, using charts, graphs, or infographics. You also need to highlight your PR achievements, challenges, and learnings, and provide recommendations for future PR actions. Reporting and communicating your PR results can help you demonstrate your PR value, gain trust and credibility, and secure more PR resources and support.

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Ali Al-Naseri

I share what I learn about Data-Driven PR | On a mission to demystify PR and show that it can be less stressful
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In my PR report, I include the following slides: There is one slide in the report that is visually appealing and easy to understand: the executive summary. It only includes icons and numbers of the report's key findings. For example, XX media hits, XX customers converted, XX channels penetrated, and XX articles were published. Afterwards, I would include clippings, screenshots, customer comments, etc., in the report. Lastly, I will have to spend some time and effort to create a slide that summarizes the main learnings from this year and the way forward. This would lay the foundation for new KPIs and new tactics for achieving them for the organization.

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Tina Mosetis

Award-winning Communications/Public Relations/Media Relations/Marketing Specialist working remotely for decades spotlighting high-profile clients & start-ups. Guest lecturer, Communication Strategies. Great references.
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One of the simple ways to see ROI is the increase in sales over the period being measured. And, what everyone needs to understand is that marketing/pr is a process of bulding the brand that needs a time commitment.

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How do you measure the ROI of your PR campaign?

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5

1 Define your PR objectives

2 Choose your PR metrics

3 Collect and analyze your PR data

4 Calculate your PR ROI

5 Report and communicate your PR results

Public Relations

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How do you measure the ROI of your PR campaign?

1

2

3

4

5

1 Define your PR objectives

2 Choose your PR metrics

3 Collect and analyze your PR data

4 Calculate your PR ROI

5 Report and communicate your PR results

Public Relations

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