You can SO measure return-on-investment for a public relations program!
Try this.
Accept the fact that people act on their own perceptions of the facts, and that this leads to predictable behaviors about which something can be done.
When public relations creates, changes or reinforces those perceptions by reaching, persuading and moving-to-desired-action those people whose behaviors affect the organization, the public relations effort is successful.
This means you set a clearcut behavioral goal for a key target audience when you began the program, and you achieved it.
This is pure success by any definition.
It also means you received precisely the return-on-investment you contracted to pay for at the beginning of the program and, in my view, about as much R.O.I. as you're entitled to.
So, you CAN measure return-on-investment for a public relations effort after all.
Please feel free to publish this article and resource box in your ezine, newsletter, offline publication or website. A copy would be appreciated at bobkelly@tni.net.
Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. He holds a bachelor of science degree from Columbia University, major in public relations.
Visit: bobkelly@tni.net; bobkelly@tni.net
Lincoln Stretch rentals Alsip ..And hurt bad if you are a business, non-profit or... Read More
And show it for what it is - a humdinger... Read More
Last month, we told you about "pay for play," a... Read More
Shooting from the hip always creates anxiety.Especially when managers order... Read More
Sure, any publicity is good. But don't invest time and... Read More
One of the primary tools still used by PR professionals... Read More
Publicity will take your financial planning practice, your business, and... Read More
Why You Should Write Press Releases: A press release is... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
True, because department, division or subsidiary managers for a business,... Read More
For business, non-profit and association managers, is it publicity that... Read More
Would you like to be the next Dr. Phil, Suze... Read More
Prior to a TV interview it is guaranteed the journalist... Read More
This guide to "SEOing" your PR efforts can help you... Read More
As a manager, does your current business, non-profit or association... Read More
You want to sell your products or services, and that... Read More
What a shame! Potentially productive public relations people resting on... Read More
It is virtually impossible to succeed professionally and personally without... Read More
A Press Release is a captive story that can be... Read More
Yes, that's what public relations really is when it tracks... Read More
The media's role is to package and spread news, current... Read More
Yes, and that pressure often comes from a CEO who... Read More
Question: Why should your business issue a press release? Answer:... Read More
Because when it comes to public relations, non-believers can produce... Read More
As many of you already know, promoting and marketing your... Read More
Western Springs shuttle limo ..There is something newsworthy happening at your organization right now.... Read More
Do you want to be quoted by the national press... Read More
Well, autumn is upon us and with the onset of... Read More
Promotion for Professional Services Providers requires a different approach than... Read More
OK, as a manager, your goal is to show a... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Attracting new business: sometimes it happens by luck, sometimes by... Read More
For some, public relations works well when their news release... Read More
Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More
A term you'll hear in newsrooms, in editing meetings, in... Read More
Another way to really become known in your area is... Read More
There's the old joke about the two buzzards sitting in... Read More
The next time a newspaper photographer takes your photo, remember... Read More
While scoring anice story in BusinessWeek or USA Today is... Read More
The Public Relations (PR) industry is responsible for creating and... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
The VIP databases are fun to create and can be... Read More
Yes? Then do something positive about the behaviors of those... Read More
Writing a press (or media) release is quite an art... Read More
Especially good advice for business, non-profit and association managers whose... Read More
Last month, we told you about "pay for play," a... Read More
Managers, please take a minute and read two sentences: People... Read More
Big corporations like General Motors and Coca-Cola spend thousands of... Read More
At the core of any successful public relations campaign is... Read More
Although repetition is extremely important, there are times when advertising... Read More
Public Relations |