How to prove the return on investment in your campaign

Affect, a PR firm, wanted to show what it had accomplished for a client. It proved it generated $1.1 million in revenue. Here’s how.

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Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.

In public relations, measurement can be hard. Your executives are asking for the return on investment, and you won’t win points by chattering about social media shares.

It’s easy to get sucked into the vortex of measuring what’s easy, says Sandra Fathi, president of Affect. Yet that’s not the way to earn that bonus you were hoping for.

“Does any CEO talk about how many tweets they got?” Fathi says in a Ragan Training session, “Show Me the Money: PR measurement metrics that impress the C-suite.”

“Do they say, ‘We have 7,000 “likes” on Facebook?’ No, because those are not business metrics. So we have to learn to talk in the language that they understand and that they value.”

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