Rob Swystun, Pristine Advisers
While it’s important to keep track of the amount of content you’re sending out, tracking the effectiveness of public relations campaigns shouldn’t just be about that, as tracking the amount of content won’t give you an accurate depiction of whether the PR campaign is actually working.
While advertising and marketing initiatives will often have a direct and measurable impact on success, the true impact of PR programs is more difficult to gauge.
The core of any PR program will have the following three goals, Jones says:
- Reach a particular audience with a specific message,
- Influence the audience to make a change or take an action.
- Create a positive effect on the…
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