Posted on: 2013-10-03 in eBooks
Everyone likes a freebie. This free ebook full of measurable PR objectives will enable you to prove the worth of your campaigns to clients, by Heather Baker.
Like many of you, I learned PR on the job and it was only 3 years into my career, when I set up TopLine, that I realised that the purpose of a PR campaign is not to generate coverage. The purpose of a PR campaign is to address a business challenge, which means any successful PR campaign has to start with objective setting.
So, we’ve trawled through oodles of PR case studies and created a list of 31 measurable PR objectives that we hope will be useful to you in designing campaigns that matter to businesses.
Here’s the first 10 to get your campaign measurement started:
How to measure it: Increase in leads, sales, sign ups to a free trial, or awareness survey among target audience
How to measure it: Awareness survey among target audience
How to measure it: Increase in trials of X
How to measure it: Number of positive interactions (sales, enquiries, visits, social media engagements) between brand and audience
How to measure it: Increase in sales of X
How to measure it: Awareness survey before and after. Messaging in public / media comment about brand
How to measure it: Mentions of key differentiators in public / media comment about brand. Awareness survey before and after campaign
How to measure it: Increase in positive brand mentions in specified channels
How to measure it: Number of X that performed Y
How to measure it: Change in market share
Eager for more? Download our PR account manager's handbook!
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketing and B2B content marketing agency and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].
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