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Of the major marketing disciplines, public relations is perhaps
the most powerful but also the least recognized. That’s
probably because the results achieved and how they tie into
the investment are usually not calculated properly…
or moreover, understood.
Some PR measurement has focused on “outputs”:
the number of placements that have been secured, the quality
of the coverage, the ad equivalency value, the degree to which
the right messaging was conveyed, and so on. This kind of
analysis certainly has value, and we regularly provide this
type of data to clients.
However, at Kitchen we feel that it is even more critical
to measure how the strategy and tactics interplay to create
the market “impact” that every media relations
program strives to achieve. That is how our work can truly
be measured. We call it for what it is:
Kitchen’s Optional PRroi™ program works as follows:
- We develop a clear set of long-term objectives and identify
a well-defined target audience to reach.
- We assemble a definitive set of messages we want to convey,
perceptions and attitudes we want to reinforce or change and/or
issues we may want to mitigate.
- Once these are established, we conduct benchmark surveys
that will allow us to carefully track our progress on an ongoing
basis.
At Kitchen, our methodologies ensure that PR is linked to
whatever outcomes our clients are hoping to achieve, whether
they are: changing public attitudes, increasing market share,
creating more sales opportunities, targeting messages to specific
audiences, supporting new marketing initiatives, garnering
more speaking engagements or simply increasing media coverage.
For information on our PRroi™ program or any other Kitchen
service, click here.
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