How to "do" PR that leads to ROI
You have an idea of how to start now with a slightly more complicated question.
How much money should you spend on your PR efforts?
Basically, the return on investment (ROI) in PR can be divided into two categories:
- Money winnings: Think of sales increases that are directly attributable to a PR strategy. This could be sponsored content that leads you to sign up for a sales call.
- Media profits earned: This could be an interview with a highly regarded publication that promotes your business and builds your credibility in the industry. Media profits earned indirectly contribute to monetary profits, for example to increased sales.
Okay now what? We're guessing you're looking for actual numbers.
You should view PR as an investment and use the consideration to determine how much you need to spend on it.
For example: You can determine your PR ROI based on the number of inbound links and conversations brought to your website as a result of PR.
For more ideas on tracking PR metrics, check out Stephen Waddington's blog about measuring PR.
Andrew Bruce Smith, Founder of Escherman, suggests using a framework from Avinash Kaushik to make your decisions about what to report on and how often when it comes to PR ROI.