How to measure the effectiveness of a public relations campaign

Your public relations campaign can be a great asset to your company. It can boost your image, get your name out, and work to smooth over any misunderstandings or bad press. However, an ineffective public relations campaign can be a waste of money and even harmful. That's why it is important to measure the effectiveness of your public relations campaign.

In order to measure the effectiveness of a public relations campaign, you need to have certain standards or guidelines you can compare it to. An effective public relations campaign will include strategies and tactics that help to:
 communicate key messages and mission statements to the public and employees
 respond both positive and negative events that may occur within the organization
 create and develop publicity for special events and new products, programs, and services
 create and foster good relationships with the community and general public.

When measuring the effectiveness of your PR campaign, ask yourself the following questions:
 Are we prepared? An effective public relations campaign will not be useful if it is not planned well ahead. Part of public relations is handling bad press. While you cannot know when a crisis will occur or what it will be, it is helpful to determine potential crises. Once you have determined potential crises that could tarnish the image and reputation of the company (for example, a rape on company premises or an executive arrested for driving drunk), you should then determine the ramifications of the event and how the company will respond to it.
 Do we have a timeline? An effective public relations campaign should have a timeline of events over the next six to twelve months. This can include product releases that will need to be publicized and the steps needed to do so, company events or charities, trade shows, and other things the public could be aware of that will help increase your company's exposure.
 Do we have media contacts, and do we use them? It's a good idea to develop relationships with the press, be it photographers from your local newspaper or reporters or newscasters who will be more likely to put your events through. Even if you don't have people in the press you know, make sure you're sending out press releases and putting announcements in the paper for events.
 Are we continually evaluating our approaches? Some tactics and campaigns work better than others. It's important to make note of and keep track of those that aren't working as well as those that are. For example, if you had the company participate in a charity event that drew very few people, you may consider skipping it next year. Or, if you advertised an event in a publication and received a great turnout, make sure you use that same publication for future events.
 Do we keep our materials updated? While this may not fall in the department of public relations, an updated website and current brochures and promotional materials are important for successful PR. In addition, make sure your contact lists of media personnel and other pertinent people are updated regularly as well.

An effective public relations campaign can help to bring positive attention to your company as well as lessen bad press or publicity. Continually evaluating your public relations campaigns will help you to be successful.

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