ROI - PR’s Holy Grail

PR metrics –they are the elusive measures that we continually seek in order to justify our worth. As PR practitioners, we work diligently to make certain our clients are appearing in the media appropriately, frequently, and in a targeted fashion. Metrics allow us to show attitude changes relevant to the client’s brand and reputation among relevant audiences. What the PR client wants are audiences that have been so influenced that they change their behavior in a way that directly affects the company’s finances.

In short – they’re looking for payola. Increased sales; increased share price (which reflects increased capital value; increased membership in organizations; increased sponsorship dollars; funding – the desired outcome is as diverse as the clients themselves. The financial impact of PR is real, albeit tough to pigeon hole.

The timeframe for influencing audiences and taking them from spectator to buyer is long. It may be difficult to demonstrate desired changes for a year or two, as branding and subsequent behavior changes are a long-term initiative. There are other factors that enter into the equation, such as how the client delivers on their brand promise.

In order to demonstrate behavior changes, we must first identify the behavioral outcome the client wants, and then conduct comparisons on the chosen behavioral outcomes. Manifestations can include before and after sales records, adoption rates, stock prices, or other buy outcomes.

Realistically, we don’t expect (or encourage clients to expect) a noticeable behavioral change for one to two years. Unfortunately, PR is not a tap that we can turn on and create the desired changes in target audiences. Additionally, we cannot claim that all behavioral changes turn as a result of PR, as campaigns are typically integrated with marketing and advertising. Likewise, lack of ROI cannot entirely be the fault of PR. Only an example where PR is the one changing factor and all else is constant could prove the impact of the public relations campaign, and that methodology is beyond the temporal and economic reach of nearly all PR firms.



ROI - PR’s Holy Grail - To learn more about this author, visit Patti D. Hill's Website.

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