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Evaluate: Measuring the Success of a PR Campaign


One of the developments of Public Relations nowadays is that PR tasks are integrated in other departments.



Photo Courtesy of HSU Library


Modern PR is used to support the following campaigns:

a.    Search Engine Optimization (SEO)- Press Releases, Case Studies, Brochures, Video Clips, etc. produced to influence Google, Bing, Yahoo! and other search engines
b.    Online/Digital  Marketing- Technology companies prefer digital marketing because their market is found within the boundaries of the worldwide web
c.   Social Responsibility- Building a good name deals with creating programs targeted at the welfare of customers and consumers.

Traditional objectives of PR consist of the following:

a.    To create impressions about the company- good or bad
b.    To build impressions that are favorable to the company- from good to better
c.    To curb bad impressions- from bad to good

The success of a traditional campaign may be measured by conducting a research with the following objectives:

a.    To know if your target public knows your brand
b.    To identify impressions about the brand
c.    To count how many press people have attended the press conference
d.    To count how many articles have been published out of a press release

On the other hand, modern PR has the following objectives:

a.    To sell at least 10,000 tickets to the show
b.    To have 10,000 likes on Facebook in two months
c.    To have at least 100 job applicants per day
d.    To have 1,000 attendees to the event

If you notice, the objectives are more of the marketing value of an offering.

Now, let’s mix the two to have a hybrid and more exciting objectives.

a.    To identify if the target public knows the brand well and if they will buy tickets to the show

-      Your campaign is successful if 10,000 tickets are sold. If achieved, it means your brand is known since it is illogical for anyone to buy a ticket to a show that he does not know.

b.    To identify impressions of people towards the brand and to get them "like" the brand’s Facebook page

-      Your campaign is successful if your Facebook page has 10,000 likes in a given period of time. The public's nature of interaction on your Facebook page may reflect the impressions.

c.    To persuade people to attend the conference and apply to the job

-      Your campaign is successful if 100 applicants from the conference applied for the job.

d.    To get journalists write about the event and get attendees to the event

-      To see 1,000 attendees to the event means the journalists did their job


Public Relations uses a different approach to promote a brand. This is capitalizing on reputation of the brand, so people would purchase or avail of the marketed brand.
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