Ive received a lot of questions about PR activities
really what am I getting? If you are having monitoring done, and nobody really seems to enjoy this part, you probably have an intern or junior person tracking your impressions from the campaign launch. Not that it isnt valuable to know what kind of coverage was attained, and in which markets, but those impression numbers arent accurate samples of which part of the audience received your message it simply represents the aggregate audience or some multiple of the aggregate audience for that outlet.
What some folks need is to link their PR efforts with their advertising, some folks want Twitter stats, and some want social networking components, blogger campaigns, and contests.
Implementing good ideas is scarce Ive seen the brainstorm session introduction sheets for a number of campaigns they go something like this: Heres what we did last year, we could probably do that again and maybe add something here or there. Theyre not looking at how a business operates and drivers for revenue for your business just how they will get your campaign launched with sufficient attention to warrant it a media impression success. But impressions arent dollars coming into your business unit so it can only help when someone takes the time to understand and care about your business.
We cant help everybody, but for those of you who need a media check-up as an independent counsel, we may have a fit