PR & Performance

PR & Performance
Success In PR

How to Measure PR Performance within a corporate body and Campaign
Tips to ensure effective PR
Know your brand/ company or campaign you are working with.
Identify the appropriate media to invite for your event/brand.
Identify the key points you wish to highlight regarding you brand or campaign.

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Research and development of the campaign or product from all various medias. Look at foreign and local trends of the product, brand or campaign.
Ensure a well-written, informative and easily read Press release is sent out to the appropriate media.
Organise a media launch or campaign to support your PR strategy.


How do you define publicity success or failure?
There are five key measurement points you should use to determine your level of satisfaction with the effectiveness of your publicity efforts. 1. The first point is when you transmit the release. Do you feel like the costs of performing the publicity outreach are reasonable? Do you feel like the service has been responsive to your needs? 2. The second point is immediately after the release is distributed and you can identify the number and quality of the media responses to your news release.
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3. The third point is when articles are actually published or when your interviews have been conducted. 4. The fourth point is when you determine whether enough of the right people respond to your message. 5. The fifth and final point is sometime later still, when you are finally able to somehow determine the overall benefits of your outreach effort and experience. It is only now you can truly ask “Was it worth it?”

How to measure PR performance?
1) DOLLAR VALUE RESULT (DVR)
By far the standard measurement test across the PR industry today is the dollar value result. It is simply the value of the media coverage based on the advertising rates of each media. It gives you a base level measurement on how each coverage is worth – if you were to advertise instead. Obviously, the higher the value, the more successful a campaign. But is dollar value result as a metric enough?
2) MEDIA COVERAGE INDEX (MCI)
Dollar Value Result may indicate the value of press coverage you receive, but it masks the breadth of such exposure. Today’s audience is no longer glued to the same channel, or to the same newspaper. In fact, they may not be glued at all considering the countless media options on display today. Suppose your entire dollar value is concentrated on a single source, or on publications that has little or no relevance to your target market, what good is that dollar value to your business?
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Media Coverage Index gives you a metric that tracks how well you’re reaching a fragmented audience. With a media list agreed upon at the start, you can track how well your campaign is reaching that media list. A high index means that you’re successful in reaching a higher proportion of the media, while a low index means the breadth of your coverage is too narrow.
3) SHARE OF VOICE RANKING (SOV)
The last metric, perhaps the most important is Share of Voice. It’s important because it’s the only measurement that acts as a benchmark – against your competitors, your industry. It represents a tool that gives you a rather accurate picture on whether you’re a leader in your segment, or a laggard.
Share of Voice ranking is simply a rank measured against your closest competitor, and using the earlier metrics of DVR and MCI to see where you stand among your peers.
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A low ranking may mean that you have issues with your product, or that you have little news angle to share. It shows that despite your best efforts, your competitors are doing better. Perhaps a change in strategy is required.
A high ranking on the other hand gives you confirmation on your strategy. It allows you to own the opinion space, to act as key thought leaders in your segment. It gives the impression of leadership among stakeholders, customers, even employees.
Twitter PR Case Study Success Story
Using Twitter and Viral Marketing For Public Relations Outreach

How Tweets Were Used:
a) Client informative
b) Call to action to book actual interviews
c) Marketing driven – generate foot traffic to booth

Successes
Twitter resonated with the online media community more so than with “traditional” media outlets.
Through twitter, we successfully booked 16 interviews and had a higher PR response rate versus traditional “e-mail” pitching. We also generated more PR and a different caliber of reporter than originally targeted – including an increase in blogger and gaming oriented media interest.
Discussion
How to ensure your PR strategies result in a successful PR campaign?

Name brands or companies you know or read with successful PR methods. What did they do?