The Top 3 Ways To Know If Your PR Is Working

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Resource Box: Paula Gardner at www.bookshaker.com

“THE TOP THREE WAYS TO KNOW IF YOUR PR IS WORKING”

- by Paula Gardner

(c) Paula Gardner. All Rights Reserved.
http://www.bookshaker.com
A growing percentage of my clients are businesses that have
already been using a PR agency, and either finding them
ineffectual, or just unsure as to whether there’s any real
connection between the coverage they are getting and the
sales they are making.

While the first problem is something that has to deal with
on a case to basis, the second is something that actually
needs addressing before you take on a PR agency, or even
embarks on your own PR campaign. It’s about putting in
systems to measure PR from the very beginning – or as soon
as you possibly can.

How to Evaluate the Amount of PR Coverage You’re Getting

1. Get access to your web stats. It’s amazing how many small
businesses don’t know how many people are clicking through
to their site and from where. This is such a vital step when
it comes to planning and growing an online PR campaign. If
you don’t know how, ask your web designers or hosts to sort
it out for you. Look at where people are clicking through
from. Have you particularly targeted these websites and, are
they bringing you new customers?

2. Asking where people heard about you. This can be in the
form of a question on your contact form, or just something
you naturally ask new customers.

3. Running specific offers with specific publications will
help you gauge whether it really is your target market. If
someone is writing about you, see if you can also add on a
reader offer (most publications are usually delighted if
they are already doing something on you anyway) to actually
see if the people who read your PR are also taking the vital
step to buying from you.

How to Evaluate Whether that Coverage Is Working

Now, as a PR person I probably shouldn’t be saying this, but
sometimes PR isn’t the Now, As a PR person I probably
shouldn’t be saying this, but sometimes PR isn’t the answer.
Answer. Sometimes, the results you get out from it really
aren’t worth the effort you put into it, or the money you
spend on it.

Don’t get me wrong. I do believe that it’s important, and I
would never advise anyone to give up on it, but sometimes
you just have to take a step back and consider how much time
you should be spending on it

Whether you are a one man band doing everything from making
to delivering goods and planning and carrying out your own
PR and marketing, or a large organization employing specific
PR people or an agency, re-evaluating your PR is something
you should do on at least a quarterly basis.

PR consultant Paula Gardner has over 12 years experience
in PR and trains business owners in doing their own PR
through her courses and training programmes. Learn how
to do your own PR in her book, Get Noticed: How to Boost
Your Small Business Profile in 30 Days Or Less…
http://www.bookshaker.com/product_info.php?products_id=37

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