As the PR profession accrues more and more evidence surrounding the measurability of its value, the success in doing so rests increasingly on one's willingness to set
measurable objectives right from the start. To be safe, objectives should meet three essential criteria: To prove value and to reduce risk, objectives must be reasonable,
measurable and meaningful. So just how do practitioners feel about these criteria in terms of evaluating marketing PR programs?
PR News, in conjunction with research and analysis firm Delahaye, surveyed 343 PR managers and found that their experiences are generally aligned with the
reasonable-measurable-meaningful trifecta of criteria. The results show that 21% of surveyed PR professionals consider "clip volume" to be the most frequently used evaluation
tool for PR programs, but only 3% consider it to be meaningful; however, 20% think those who fund their PR programs would consider "a high volume of clips" to be the most
meaningful evaluation.
Similarly, 11% of respondents say "boosting sales" is the most frequently used and the most meaningful way to evaluate PR programs, while 26% say that those who fund their
programs would consider it to be most meaningful.
These results speak volumes on evaluation criteria. "The good news for PR practitioners is that while we all agree that behavioral outcomes like sales are the most meaningful,
executives who fund PR programs seem to recognize that it isn't practical in most cases," says Mark Weiner, president of Delahaye. "Making the connection between PR and sales is
happening more and more frequently, but the practice, made possible through the applied use of advanced statistical analyses, isn't widespread...yet."
The results suggest that clip volume is currently the most measurable and reasonable evaluation tool, though it's certainly not the most meaningful. The highest percentage -
31% - of PR practitioners considers "meeting or exceeding" expectation to be most meaningful.
Another source of optimism is that the majority of respondents (69%) agree that "Not only does PR deliver more than a dollar's worth of sales for every dollar invested; (PR)
also provides a boost to other forms of marketing for an even greater yield." Thus, PR practitioners believe in their worth and their ability to deliver real business outcomes;
moreover, 55% of respondents believe the effect of PR on sales can be shown. So if PR professionals believe that PR delivers, why don't more of us quantifiably demonstrate our
ability to do so?
According to the PR-ROI expert, Weiner says, "Proving a return on investment requires an ability to connect PR strategies and tactics to a financial outcome. For most PR
people, this is not a reasonable measure. However, 'meeting or beating expectation' is within the reach of everyone within the profession." Weiner continued.
Contact: Mark Weiner, 203.663.2446, [email protected]
ROI On PR: The Results
1. In your experience as a PR professional and generally speaking, which one of the following criteria is most frequently used to evaluate marketing PR programs?
- To meet or exceed stated objectives: 21%
- To generate a high clip volume: 21%
- Raise awareness: 21%
- Deliver key messages through target media: 20%
- Boost sales: 11%
- Improve attitudes/Preference: 6%
2. In your opinion and using the same list before, which one of the following do you you consider to be the most meaningful way to evaluate PR?
- Meet or exceed stated objectives: 31%
- Deliver key messages through target media: 21%
- Raise awareness: 18%
- Improve attitudes/Preference: 16%
- Boost sales: 11%
- Generate a high clip volume: 3%
3. Based on what you know about those people who fund your PR programs, which one of the following choices would they say is the most meaningful way to evaluate PR (whether you
evaluate this way or not)?
- Boost sales: 26%
- Generate a high clip volume: 20%
- Meet or exceed stated objectives: 17%
- Deliver key messages through target media: 14%
- Raise awareness: 14%
- Improve attitudes/Preference: 9%
4. Which of the following statements best describes your views on the profession's ability to demonstrate the connection between PR and sales?
- PR's effect on sales can be shown, even during those times when a variety of other marketing agents are at work: 55%
- PR's effect on sales can only be shown during those times when a PR campaign is underway and when no other marketing is present: 18%
- PR contributes to sales....trust me: 16%
- It's impossible to show PR's direct effect on sales: 11%
5. How would you compare PR's efficiency for driving sales when compared with other forms of marketing?
- Not only does PR deliver more than a dollar's worth of sales for every dollar invested, it also provides a boost to other forms of marketing for an even greater yield. :
69% - PR contributes to sales but probably delivers less than a dollar's worth of sales for every dollar invested: 16^
- It's impossible to show PR's direct effect on sales: 11%
- PR probably yields as much as it costs, about a dollar of PR for every dollar in sales: 4%
- PR probably delivers better than a dollar's worth of sales for every dollar invested: 0