By Staff
The trend in marketing and PR today is to lean heavily on “big data” and use every analytic tool in sight to maximize, optimize and fine tune a campaign. At RCG, we rely on Facebook insights and Google Analytics to show us which posts do the best and how we can increase engagement on clients’ web and social media pages.
When it comes to ROI for traditional PR, the answers aren’t always so cut and dry. How does a client know the investment is worth it?
In truth, PR is not just marketing a new product or placing an ad in the paper. PR, when done well, is about influencing opinion and managing company reputation.
Our public relations efforts at RCG run the gamut. On any given day, we could:
- Write a press release for a new hire or circulate a client photo/video and have it mentioned in area publications
- Facilitate a hard-to-land meeting with key members of local government
- Work with a reporter to squash a negative story and provide the necessary, accurate facts
- Determine a new policy within your company for employee retention
- Brainstorm ideas for ways to partner with a nonprofit
- Take a group photo at a check presentation
- Nominate a client for a business award
- Fly to another state on behalf of a client for a video shoot
Are these services quantifiable? Yes. With a combination of media tracking and ad equivalency formulas, we can provide a snapshot of ROI in traditional public relations.
Is there more to a public relations campaign than numbers? Absolutely.
Much of what we do at RCG helps our clients build credibility and boost their reputation. That’s why we believe there’s significant value in:
- the knowledge that the community has seen your company in a newspaper article or on the news
- the sense that your message is “out there” and reached thousands of people
- the confidence that you reach and influence the right people
- the reassurance that your brand has reached the masses in the exact ways you hoped
- an uptick in web traffic or phone calls because of the additional exposure
Public relations today pushes for ROI on two fronts: the highly analytic, numbers-based digital landscape and the “intangible,” traditional ROI that comes from people who view your company and brand as “credible.”
Both types of ROI matter, and even though the world of “big data” grows year after year, the old-school stuff will never die.
People need to “feel” your business is worthy of their time and investment. That’s what traditional PR is all about.
And that’s why we do what we do every day.
For more information, email RCG Account Manager Danny Rubin at danny@rubincommunications.com.
