Oriella partners aim to standardize on the many different ways you can evaluate PR results. We also have several measurements and tools available to meet every kind of client need.
Input
Experienced international PR practitioners know that the starting point for evaluation of international PR campaigns is a mutually-shared understanding of anticipated input. When working with the Oriella PR Network, clients can always expect to be given a clear understanding of expected monthly input and goals in terms of press releases, media briefings, speaking engagements and other quantifiable tactics.
Output
Naturally input doesn’t always equal output and so, wherever we can, we give clients a commitment to the quality and quantity of media coverage to expect from a campaign on a quarterly basis. It is this results-based approach that has enabled many of our partners to grow successfully in their markets.
Where budgets allow, we like to conduct outside media measurement (either through one of the many share-of-voice measurement tools on the market, through one of our consultants or by hiring a 3rd party agency) to assess our work against that of competitors. Detailed analysis of press coverage enables us to constantly re-assess and refine our messages and techniques so that we keep driving our client’s programs forward.
With the advent of the web, PR measurement is changing very fast indeed. The PR function can now demonstrate the power of editorial as click-throughs to the client site from on-line editorial can be measured through Google Analytics. With the right software in place companies can also track these leads on into their CRM system and see what revenue PR is helping drive. Granted, PR still struggles to compete with cost-per-lead in Google AdWords and SEO in most situations, but it is a huge step in the right direction and, given that many of our clients are in the technology space, we are at the vanguard of this trend.
Awareness and Favorability
With the internet revolutionizing all aspects of PR and communications, it is tempting to suggest that all PR’s efforts should be channelled into on-line editorial as it is so easily measurable. However, it is our belief that all types of media coverage should be pursued to build the clients’ brand from national TV, business and consumer magazines through to specialist trade journals, online sites and blogs. No stone should be left unturned in the pursuit of competitive edge. Moreover, presence in these media outlets gives vital context and added ‘stickiness’ to the on-line editorial.
