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1. Separate all the press/media communication that is being used into categories
2. Follow up on the media coverage
3. Take surveys
4. Compare sales from previous year/month /quarter
5. Count the number of customers and compare from previous year/month/quarter
6. Ask clients and visitors where they heard of you
7. Use a Media Analysis Program
8. Count the web-stats
9. Collect clippings of published images, reports, interviews and all the above
Evaluating the PR efforts has Basic strategical steps as follows:
1- Separate all the press/media communication that is being used into categories: Example Trade magazines, Magazines, Newspapers (Daily), Newspapers (Weekly), TV, and Internet.
2- Follow up on the media coverage mentioned above. Each section will have published the stories
3- Take surveys. Surveys of not only customers alone but of prospects or of browsing individuals as well.
4- Prepare a Comparison sales report per year/month /quarter. The PR plan should be put in action before or in the beginning of a sales period (if any)
5- Prepare a Comparison Customer or Client report per year/month /quarter.
6- Use a Media Analysis Program.
7- Prepare Charts for each report for a simpler view
We can be more predictive by our analysis, by adding more statistical reports – example:
Peak hours, Sales and promotions evaluation, customer services survey, etc.
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