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5 Tips Every PR Pro Should Know to Ensure PR Budget

Doesn’t Get Cut

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Source: Nielsen 2013

Earned media is 80% more effective than branded content during the purchase consideration and affinity stages of the buying process

Earned media is 38% more effective than branded content during the familiarity stage of the buying process

Consumers rely on trusted content to make purchase decisions 5X more today than they did five years ago

67% of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing

The Power of Earned Media

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Source: 1 A 2011 marketing measurement survey conducted by I�yphone

Only 18% of marketers are able to evaluate the return they receive from PR.1

When budgets are tight, every department has to fight for their piece of the pie. While measuring digital marketing efforts is relatively simple, PR impact is often difficult to quantify. If PR spend and ROI cannot be justified, it’s only future is on the chopping block.

PR professionals are under pressure to prove the value of their efforts before it’s too late. Using the 5 following tips, they will be armed with all the evidence they need to ensure their budgets don’t get cut.

Prove It or Lose It

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Create an Overall Goal that Aligns with Company Strategy

TIP #1:

Creating PR goals that help the company achieve its objectives is critical to ensure PR is in line with the overall corporate strategy. Goals should be specific, measurable, actionable, realistic and timed (SMART). Executives will be more willing to jump on board if they view PR as a stepping stone rather than a stumbling block.

Meet with key executives to determine their immediate and future objectives

Agree upon a few, solid goals that will be the foundation for any campaign

Design a multi-channel PR campaign that stimulates activity directly tied to each objective

Communicate with executives how PR goals will specifically accelerate corporate success

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Tip #2: Determine the Desired Outcomes

Thinking about your end goal before you begin a campaign is the best strategy to get you there. Ask yourself the following questions to help you better design an effective PR campaign:

What action do you want your target market to take?

What channels can you utilize to reach your target market?

What influencers in those channels can drive your message most effectively?

What angle can you offer your influencers that will solicit the best call to action?

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Identify Which Metrics Will Best Measure Earned Media Success

TIP #3:

Establishing measurement goals to work towards and how to benchmark progress over time should precede any PR effort. A few effective benchmarks that can provide valuable insight into your campaign’s effectiveness and ROI are:

“You need to use analytics to support continuous improvement, understand your customers’ requirements and drive results.”

~ Gartner, March 2013

Customer sentimentProgress correlation to budget

Industry monitoring Competitive tracking

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When PR pros are asked to demonstrate the value of their work to management, they should be ready with easy to read, customized reports with numbers the execs recognize, like KPIs. Present measurements in a visual, layered format that gives overview with ability to drill into details.

20%

35% 55%Use automated reporting tools that offer quick, repeatable reports

Provide a holistic set of analytics and metrics to give a complete picture

Consider quality and scoring to illustrate actual dollar impact of PR activities

Benchmark performance against other brands, campaigns, competitors, and best in class

Offer Visualization of Data Linked to Hard Data

TIP #4:

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PR efforts take time to track because their results are often intangible and their impact is longer term than many marketing efforts. Changes in brand perception and audience behavior are rarely immediate so PR pros should monitor the effect of their campaigns long after the initial launch.

Collaborate with other areas of marketing, web and sales to understand all of the ways your target audience might engage with the brand over time

Continue to deliver relevant, consistent and interesting communication with your audience

Provide ongoing updates to execs so they understand the long-term impact of your PR efforts

Continue to Monitor Success across Multiple Channels and Include in Future Reporting to Prove Long-term Impact

TIP #5:

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With so many initiatives fighting for budgets, PR pros must prove they are a profit center rather than a cost center. TrendKite helps PR professionals quantify and amplify the impact of their efforts using advanced semantic analysis and sophisticated big data analytics to model the PR ecosystem.

Automated insights provide PR pros with hard data to demonstrate the value of each mention

Quality and impact score algorithms provide a comprehensive view of the impact of coverage across all brand metrics

Beautiful, interactive reports automatically generated on-demand

TrendKite Can Help

See how you can take your PR efforts to the next level. Call us at 512-298-0100 or visit us at www.trendkite.com to learn more and request a free demo.

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