Comments on: Justification http://www.artisanmc.co.uk/2008/03/21/justification/ Artisan Marketing Communications offers clients PR and marketing communications advice, practical support and implementation. Wed, 07 Sep 2011 15:15:59 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Rob Artisan http://www.artisanmc.co.uk/2008/03/21/justification/comment-page-1/#comment-263 Rob Artisan Tue, 25 Mar 2008 19:46:13 +0000 http://www.artisanmc.co.uk/2008/03/21/justification/#comment-263 Tom, I appreciate your comments, I need a re-think Rob Tom,

I appreciate your comments, I need a re-think

Rob

]]> By: tom http://www.artisanmc.co.uk/2008/03/21/justification/comment-page-1/#comment-261 tom Tue, 25 Mar 2008 11:08:49 +0000 http://www.artisanmc.co.uk/2008/03/21/justification/#comment-261 In my experience clients measure PR in two ways. Those that take the value of PR for granted want to make sure that you are progressively improving their public profile. This is easily measured by benchmarking coverage volume and quality, interviews secured, articles placed etc - the basic metrics of a PR campaign. Those that have to be convinced of the value of PR want to measure it in more business-related terms. i.e. leads or sales. How the client measures the value impacts what tactics you take. For example, for the latter type of client you would be best focusing on getting one great piece of coverage and turning it in to a DM campaign. This will have direct results that you can measure in terms the client understands. In my experience clients measure PR in two ways.

Those that take the value of PR for granted want to make sure that you are progressively improving their public profile. This is easily measured by benchmarking coverage volume and quality, interviews secured, articles placed etc – the basic metrics of a PR campaign.

Those that have to be convinced of the value of PR want to measure it in more business-related terms. i.e. leads or sales.

How the client measures the value impacts what tactics you take. For example, for the latter type of client you would be best focusing on getting one great piece of coverage and turning it in to a DM campaign. This will have direct results that you can measure in terms the client understands.

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