THE TOP THREE WAYS TO EVALUATE YOUR PR by Paula Gardner of www.doyourownpr.com
A growing percentage of my clients are businesses that have already been using a PR agency, and either finding them ineffectual, or just unsure as to whether there's any real connection between the coverage they are getting and the sales they are making.
While the first problem is something that has to dealt with on a case to basis, the second is something that actually needs addressing before you take on a PR agency, or even embark on your own PR campaign. It's about putting in systems to measure PR from the very beginning - or as soon as you possibly can.
There are many ways to do this and here are the top three and they are all so simple to implement.
1. Get access to your web stats. It's amazing how many small businesses don't know how many people are clicking through to their site and from where. This is such a vital step when it comes to planning and growing an online PR campaign.
2. Asking where people heard about you. This can be in the form of a question on your contact form, or just something you naturally ask new customers.
3. Running specific offers with specific publications will help you gauge whether it really is your target market. If someone is writing about you, see if you can also add on a reader offer (most publications are usually delighted if they are already doing something on you anyway) to actually see if the people who read your PR are also taking the vital step to buying from you.
Paula Gardner is a PR and media coach and the author of Get Noticed: How to Boost Your Small Business Profile in 30 days, available from www.Amazon.co.uk. For a free weekly newsletter on how to attract new customers and clients and raise your professional credibility and visibility visit:
www.doyourownpr.com
To learn more about this author, visit Paula Gardner's Website.
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