Measuring Return on Investment

PR has often been accused of being impossible to measure and therefore less accountable than other marketing disciplines. This is completely wrong. We employ several rigorous evaluation techniques that are tailored to our clients’ business and objectives.

The simplest measure is to analyse how many people the coverage or exposure reached. Similarly, we can measure the coverage and calculate how much it would have cost to purchase as advertising using current rates, giving it a clear financial value with which to benchmark and assess return on investment.

However, these figures make little sense without an understanding of the quality of what was achieved. For this reason we also evaluate all results on the basis of where they appeared, what messages were includes, the position and size of the article, how it served our objectives and so on.

Add to this a transparent reporting procedure comprising monthly meetings (as a minimum) and progress reports revealing how we’ve spent our time, and we’d argue that PR is the most accountable and measurable marketing discipline of them all.