It can also help brands set realistic expectations from a PR activity.
This piece recommends that PR agencies should be clear about the goals of the activity and maintain transparency with their clients. Agencies should ask brands to define success that they want to achieve through a particular campaign.
Additionally, PR professionals should educate companies if they desire to achieve an impossible goal. While measuring results from an activity, PR professionals can also highlight the number of unique visitors per month or circulation, number of link backs or social media sharing, among others.
PR professionals can keep the clients up to date about the date of activities as well as the results generated to maintain transparency with them. The author suggests public relation professionals can demonstrate value by frequently highlighting activity results and matching success metrics with their clients.
[4 minute read]