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Developing PR plans and success measuring systems for your company

There isn’t a one-size-fits-all approach for measuring the value, impact and results of public relations campaigns. That's why Axia Public Relations incorporates measurement into our planning – to deliver and more effective communications programs and strategies that align with business goals. 



1. Mission & objectives

  • We start by understanding your business, goals and stakeholders.

  • What are we trying to achieve based on your desired outcomes? Who are we trying to reach, what resources do we have to work with, who’s evaluating our performance and what does success look like?

2. Strategic planning

  • We develop carefully tailored programs to meet your needs.

  • We gather your input and approval for scope of work and budget.

3. Success metrics

  • We identify specific metrics and key performance indicators (e.g., areas important to your business situation and outcomes).

  • We use these to monitor and measure your success.

4. Tools

  • We determine what tools we need to capture agreed-upon metrics, including what you already use and have in place.

  • We maintain a suite of robust monitoring and measurement tools that provide the best value for clients.

  • When needed, we employ specialized tools (e.g., Net Promoter Score, surveys, focus groups, call tracking).

5. Frequency & formatting

  • We segment immediate, short-term and long-term goals and develop a measurement schedule to match.

  • We establish reporting formats and frequencies that suit your needs, preferences and budget.

6. Analysis & reporting

  • We manage tools, interpret data and deliver business intelligence and recommendations.

  • These efforts maximize results and desired outcomes.

7. Client satisfaction

  • The ultimate measure of success is a satisfied client. We seek ongoing dialogue about what's working and what could improve based on both the reported communications results and your business needs.

  • We ask clients to complete an annual survey assessing our performance. This includes the Net Promoter Score client loyalty methodology.


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