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4 critical things you should know about measuring your success before you blame your PR firm

By Yulia Dianova

54433053_s.jpgHow to measure your PR campaign effectiveness without losing trust in your PR firm


Measuring your public relations campaign results is exciting and also tricky. Being on the same page with your PR firm about your campaign expectations and measurement metrics will help you with your PR efforts and guarantee your success in the future.

Here are 4 critical things you should understand about your PR firm’s role in your success.

  1. PR is not advertising.  

Not everyone understands the difference between public relations and advertising. Don’t compare the value and results of your PR campaign to your advertising campaign. PR measures success through earned media, which is quite different than paid advertising.

  1. It’s crucial to be on the same page regarding measured results.

Your company and your PR firm should understand each other’s expectations, set realistic objectives and use the same metrics to measure your PR campaign success. Your PR firm should communicate and report its success in a measurable way (hours spent, content posted, etc.), clearly demonstrating how it has produced the desired outcomes.

  1. Research is a necessity.

Research provides the foundation for success. Some companies underestimate the value and necessity of research to ensure their PR campaign success. Research should be a part of your budget. It will enable you to set SMART objectives (specific, measurable, attainable, realistic and timely).

  1. You should value any outcome of your campaign.

All PR campaigns teach you something. Even if you haven’t yet achieved your objectives, use the results as a learning curve to perform better in the future.


How we measure PR.


See also Top 5 ethical concerns in measuring PR efforts


Axia Public Relations always provides its clients with a road map and measurable results for each campaign. We want to have a productive and effective long-term relationship with you. Download our e-book How to Fire Your PR Firm to get the most of your partnership with your PR firm.

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Yulia.jpgYulia Dianova is a public relations professional who is skilled in building relationships with target audiences. She provides counsel to organizations that seek PR help to further their growth and reach their goals. Yulia earned a master’s degree in public relations management from University of Maryland University College. She is fluent in Russian and English and is always looking for a new challenge. Yulia has worked for Axia Public Relations since July 2015. Learn more about Yulia Dianova. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.



Featured image credit: 123rf.com

Topics: public relations, measurement

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