Evaluation
Effective PR is the most cost effective discipline in the maketing mixBRIGHT PR is an attractive partner for many businesses, thanks to its quality of service and ability to understand the needs for PR strategy to be accountable. BRIGHT PR measures its performance and assesses company objectives continually to ensure optimum results.
Before embarking on a campaign BRIGHT PR will work with the client to define and set measurable targets. Evaluation documents are provided on a regular basis and detailed activity reports are provided monthly.
Performance measurements are assessed in a variety of ways:
- Analysis of media coverage
- Delivery of key messages
- Tracking journalist opinions
- Event attendance
- Tracking Reader Enquiries
- Market Research
Return on Investment
As a general rule, the return on investment measured against advertising spend is three times greater i.e. the media coverage generated from an investment of £10,000 on media relations per year would cost £30,000 to buy in advertising terms. This does not even take into account the credibility factor and enhancing capabilities that editorial coverage and press photography can generate for the company.