Metrics-driven PR is an essential strategy in today’s competitive media landscape, helping to set the direction for public relations as well as validating its success. Traditional public relations and media outreach that seeks placements and coverage in print and online publications remains one of the most valuable assets in a marketers mix of activities. But how do you know if your PR program is achieving the right objectives? How do you know if you’re getting the value from your PR expenditure, or if the needle is stuck in the same position?
Top executives who are managing budget, as well as sales and marketing teams who have specific sales numbers to hit, continue to ask difficult questions to justify the cost of a successful public relations program because it is so difficult to assign revenues and leads directly to public relations efforts. This is not a new issue, but with so many other options that can be tied directly to lead generation, top public relations agencies know they need to have strong metrics to validate the effectiveness of their programs.
At Bluetext, we have been practicing metrics-driven PR since we launched our agency more than seven years ago. The reason is not that it’s a way to justify the expense of using a top PR firm, but more importantly, because it gives us a real-time ability to manage every PR campaign we launch for our clients, and to make quick adjustments to improve results. The alternative is to launch and execute a program without any idea of the impact on what matters most to clients: increased leads and higher revenues. The challenge, of course, is what to measure that will provide real insight into the results that matter.
That’s why we’ve published our eBook on Metrics-driven PR as a comprehensive primer on what you need to know – whether it’s for the commercial markets, for the public sector, focused on cybersecurity, or with an acquisition in mind, we share case studies and top tips for a program that measures results and achieve your strategic and revenue goals.