How do you evaluate your Public Relations efforts?

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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