What is the PR value of this campaign?
This is a common question posed to public relations (PR) and communications professionals by business stakeholders. Historically, the straightforward (or lazy) answer to this query has been to gauge the PR and communications effort based on the quantity of news coverage and its estimated advertising value equivalency (AVE). Some practitioners would then multiply this value by three, attempting to establish an approximate ‘PR Value’.
However, the ongoing debate on how to truly justify the value of PR has persisted. To demonstrate the genuine value of PR, we should focus on tangible outcomes and impacts rather than the vanity of numerical figures.
The true value of PR extends far beyond numerical figures, encompassing the broader strategic contributions and outcomes that it delivers to an organisation. The very first step is, obviously, goal alignment. Start by aligning your PR activities with the organisation’s overarching goals, whether it’s increasing brand awareness, driving sales, enhancing reputation, or improving stakeholder relationships. From there, measurable objectives for your PR activities should be established, going beyond traditional metrics like the quantity of media clippings. Instead, focus on lead generation, website traffic or even social media conversations among the target audience. Sometimes, we overlook the potential cost saving, which can be a key measurement metric when comparing budget efficiency, too.
The International Association of Measurement Evaluation of Communications (AMEC) presents the seven Barcelona Principles 3.0 which provide guidance on measurement methodology. Principle number four addresses the daily work of PR and communication professionals in building brand reputation and recognition, highlighting the importance of both qualitative and quantitative analysis. (Note: Barcelona Principles 3.0 Principle no. 4: Communication measurement and evaluation should include both qualitative and quantitative analysis.)
Qualitative analysis plays a crucial role in capturing the intangible benefits that PR and communications bring to an organisation. The benefits include building long-term trust and credibility, minimising reputational damage, and fostering positive relationships with stakeholders. While these outcomes may not be easily quantified, they hold significant value in driving success and contributing to sustainable business growth.
Formulating metrics to measure these benefits of PR may present challenges, but it is a worthwhile endeavour. By combining qualitative and quantitative analysis and developing a measurement framework rooted in transparency and integrity, PR and communications professionals can assess and demonstrate the impact of their efforts in these areas, providing a comprehensive view of the value they bring to an organisation. (Note: Barcelona Principles 3.0 Principle no. 7: Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights.)
Now is an opportune time for reflection and review of achievement, and to identify advancements moving forward. Contact us today to get started.
