Begin your PR campaign the right way: Allow resources for measurement
Most likely, your company measures sales, employee retention and NPS scores. It’s also important to measure your marketing department along with your public relations agency of record.
Measurement must be a consistent process once you identify your key performance indicators (KPIs). That’s easy if what you’re measuring is in-house and completely accessible. You already have the spreadsheets in place, so all you have to do is pull the sum at the bottom each week.
Companies should set aside resources for measuring their vendors, including their public relations agency. Being unwilling to spend the time and money upfront for proper PR measurement is one of the 15 mistakes companies make when hiring a PR firm. Here’s why you should include measurement in your PR budget.