Aligning PR With Business Goals to Grab Mindshare and Larger Budgets

Therese Van Ryne, Global Director, Zebra Technologies

“If I was down to my last dollar, I’d spend it on public relations.” With this statement, it’s obvious Microsoft founder Bill Gates believed in the value of PR.

The same goes for Sir Richard Branson, founder of the Virgin Group, who sees the strategic value of PR. “Publicity is absolutely critical,” the English billionaire has said. “A good PR story is infinitely more effective than a front-page ad.”

These leaders, along with many others, have experienced the positive lift in brand awareness and sales growth PR can deliver, especially when you have a strong team of communicators and a great story to tell. In today’s data-driven world, it’s essential to measure and report your PR results to reinforce that value. And successful measurement starts with tying key performance indicators (KPIs) to your business objectives.
Step One: Understand Business Objectives
It is essential to tie PR to business objectives for several reasons. These include the importance of aligning to the goals of your company leaders and showcasing the value behind the metrics. Ultimately, reporting PR results with a focus on business results increases your opportunity to get even more budget for your next activity.

As the company or organization you work with sets its strategic objectives, it is important that you understand them.