The question: How to measure PR effectiveness? often becomes a cornerstone of cooperation between PR managers and clients. How to understand and explain to the management the feasibility of using PR tools and their correlation with the company's business performance? We know the answers to these questions. We routinely monitor and evaluate the effectiveness of our campaigns.
Our agency implements communication campaigns for our clients, as well as drafts their detailed effectiveness reports. Working with media and social networks, we conduct our own monitoring with small volumes of communications, prepare reports on the tone, views, coverage, etc. For large volumes of communications, we use monitoring systems to analyze the activities of the brand, its competitors, or particular products. We define a wide range of metrics: from tonality to media loyalty & visibility. Constant access to monitoring, negativity alert, daily review of the media field on projects allow us to be up to date with current news, to come up with topics for communication, and prevent crises.
Reputation audit
A reputation audit is a qualitative study conducted among the company's stakeholders in the format of in-depth interviews. It allows to:
Find out what our target audiences know about the company and the product
Discover how the company is perceived, what are the audiences' expectations of the product
To form what communication channels the audience uses, what information about the company they receive, and how they would like to receive it in future
To start providing key messages during in-depth interviews even to those who know very little about the company
Reputation audit can be enriched by quantitative sociological research, which allows developing a communication strategy depending on the results of the survey. It also makes communications budget-efficient as it gives up-to-date data and a clear understanding of what the audience already knows and what messages are to be communicated. Thus, preventing company management from making decisions based on their vision that might be inaccurate.