A powerful PR campaign begins by creating a playbook that includes your goals for the campaign, the messages to convey, the audiences to reach and how to reach them. Results should be measured by setting achievable objectives and evaluating those objectives through the campaign. Every PR investment decision-maker deserves to know whether the program met or beat its goal.
In any marketing campaign, it is important that your team sets goals before you measure success. In creating goals, look first to your business goals. This should be done from the first meeting with your public relations or marketing agency. Your agency should provide you with results on a daily, weekly or monthly basis, depending on the structure of your agency/client relationship.
Success, should not be based on the number of:
Success should instead be based if your business objectives are being met.
