{"id":116,"date":"2005-07-11T11:03:57","date_gmt":"2005-07-11T15:03:57","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=116"},"modified":"2005-07-11T11:03:57","modified_gmt":"2005-07-11T15:03:57","slug":"public-relations-roi-fact-or-oxymoron","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2005\/07\/11\/public-relations-roi-fact-or-oxymoron\/","title":{"rendered":"Public Relations ROI. Fact or Oxymoron?"},"content":{"rendered":"

Does PR work, and how do you measure it? That’s the topic this week<\/a> over at the Revenue Roundtable. Here’s my post kicking off the discussion — hope you join in at the Roundtable<\/a>.<\/p>\n

\n

Got your attention? <\/em><\/p>\n

To not waste time, I\u2019ll tell you my opinion right up front. I believe PR works and can be one of the most effective tools in your marketing arsenal. For more background, read my post on how to <\/em>define a good pr strategy<\/em><\/a>.<\/em><\/p>\n

The problem is: how do you prove it? As with its more glamourous sister, Advertising, it is often hard to trace a lead back to the PR campaign that may have generated it. <\/em><\/p>\n

And, unfortunately, many PR firms deflect the request to prove it with fat clip books as a measure of increased brand awareness. Which doesn\u2019t answer the question: is the Public Relations effort delivering prospects? <\/em><\/p>\n

When I was at SurfControl, we tracked PR hits against downloads of trial software from the company Web site. After a major hit, downloads increased by a significant factor, for about 2-5 days, depending in the breadth and depth of the coverage, and then returned to normal levels. Proof positive of a definite relationship between PR and leads.<\/em><\/p>\n

What do you do in your business to measure public relations? <\/em><\/p>\n<\/blockquote>\n

******************************<\/p>\n

Check out the Selling to Big Companies<\/a> blog by one of my colleagues on the Roundtable, Jill Konrath. She recently posted<\/a> about a freeware tool called Bullfighter<\/a> that will help you clean out the jargon from your written communications.<\/p>\n","protected":false},"excerpt":{"rendered":"

Does PR work, and how do you measure it? That’s the topic this week over at the Revenue Roundtable. Here’s my post kicking off the discussion — hope you join in at the Roundtable. Got your attention? To not waste time, I\u2019ll tell you my opinion right up front. I believe PR works and can […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[4,8],"tags":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t