You can’t guarantee PR results or media coverage, but you can offer a bonus for hitting SMARTER objectives and KPIs.

Although no one can ethically guarantee earned media coverage, you can ensure your PR agency and staff gets bonuses for hitting specific objectives. If a PR firm you’ve working with hits certain KPIs or outputs (including earned media coverage in specific news outlets), you can give them a bonus for reaching such milestones. These bonuses should be tied to something measurable and meaningful so you have an objective metric to base the bonuses on.

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