How to Measure Acceptance in Public Relations

Public relations helps build a company’s reputation and increase its exposure. Many companies hire public relations firms to give them an edge against the competition and collect new clients. What’s more, some companies have their own public relations departments responsible for promotion and marketing. Regrettably, not all PR tactics work. For this reason, it’s imperative for companies to regularly measure acceptance or effectiveness of their PR campaigns.

Step 1

Read publications such as newspapers and magazines. An effective public relations campaign should gain media attention, enticing journalists to craft a story about the company or its event. Watch the news and regularly read periodicals to look for clips on the company.

Step 2

Familiarize yourself with the competition. Competitors will likely have their own public relations tactics and hold their own events to market themselves. Search publications for clips on your competitors and then compare their number of clips or mentions with your number to measure how well customers accept your company or product.

Step 3

Talk with product users to see if they’ve benefited from or accepted your company or product. Hold a focus group, create an online survey or have a poll to measure the PR campaign’s effectiveness.

Step 4

Evaluate sales history. If sales increase after a public relations campaign or event, this can indicate acceptance by consumers. However, if sales lag or don’t improve, re-evaluate your PR strategy and implement other promotion tools, such as a lead service or pitching a news feature to the local newspaper.

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Comments

  1. Rosalind Bowden says:

    Your tweets and blogs are very informative to me. I am trying to break into public relations, and this gives me valuable information

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