My name is Monica Rosenfeld. I’m a professional speaker and the CEO of WordStorm PR. In today’s video I’m going to be discussing how to measure the success of your PR campaign. This is a question I get asked all the time and rightly so and it’s for this reason that it’s something we discuss at the very start of every campaign that we work on.
You see my answer to every client is different because every campaign we work on has a different objective. The startups we work with generally want to get a few great pieces of media coverage that will attract potential investors. Entrepreneurial food brands we’ve worked with want to be stocked on the shelves of major supermarkets and all the great independents and many of our clients want to stand head and shoulders above their competitors by being the media’s go to expert for their industry. What all our clients have in common is they want the PR campaign to grow their business and boost their bottom line. But you see a PR campaign is not a pure lead generation exercise like an Adwords campaign is. What a PR campaign is is a credibility building exercise and it’s up to you to use that credibility that you get from the exposure incorporated into your sales funnel to help you grow your business. I’ll tell you what I mean by that.
So imagine this part of your sales funnel you get a call from a potential client you have a chat with them about how your service works and you send them an email summarizing this. What I advise our clients to do is along with that email attach a few great clippings of media coverage from credible media outlets because the perception that that creates is one of the fact that media talking about you so you must be the best in your business. You must be doing great things. You must be the business that I need to hire. Don’t get me wrong. Some clients absolutely get fantastic results from articles that come out you know an article can come out promoting a product or service and their phone ring is hot and they make a lot of money straight away but it’s always more effective to use your media relations in a longer term strategy. And what I suggest is to just flog the great pieces of coverage that you consistently get for all it’s worth.
If you have any questions feel free to drop me a line. If you think what I’ve sort of been talking about is valuable to your connections. Feel free to like comment or share. Thank you and I look forward to seeing you in the next video.