From the standpoint of ROI, cheaper PR firms actually tend to be more expensive over the long-term — a PR story may not always get placed regardless of the price you paid.
How to measure the ROI of PR
- Number of media placements:
- This is the most common and direct way to measure how successful a PR firm is at getting your product or service out there.
- Sales Increase:
- It can be difficult to assess the direct impact of PR on sales. A way to better track PR ROI is to create a special website link only accessible from the media campaign.
- Search Engine Optimization (SEO)
- As your business gets more media placements, search engines assume you have more credibility and give your website a higher ranking. This pushes you to the top of the search results, attracting new clients to your website.
Other aspects to look at that are less measurable:
- Credibility with customers
- Media placements position you as an expert in your profession.
- Consumers then also buy into the narrative, helping you close sales.
- Reader base demographics of media placements
- Many news organizations publish the internal distribution numbers and demographics on their advertising pages.
- These numbers show you how many and what type of consumer you are reaching.
Learn more in this video blog from a PR expert: