Qual é a melhor maneira de mostrar aos seus clientes ou à gerência o valor do seu trabalho de relações públicas?

Defining goals is a must and I find it most effective when the goals are not only in alignment with the organisation's mission but to the stakeholder's need. It helps to ensure that comms and the business are on the exact same page.

The key is to manage expectations. Agree up front what would constitute a successful PR effort. And then share results with the client syncing it up with the agreed upon measurement.

I believe that one way to show your client the benefits of PR is to show them the disadvantages of not having PR strategy in place. Sometimes you show the client the extreme of not doing it before they come to realization and the need for it.

As a patient centered healthcare PR firm, we practice what we have named "patient centered PR." This means defining our goals is unique- how many patients walked into my clients office at ease and with innate trust in the practice because of their previous media exposure? This is a unique need of our target audience that consists of complexly chronically ill individuals.

Show your client or management that you have a clear understanding of what they need as a PR specialist, show them your expertise and provide the desired results that’s needed. It’s all about results and as a result they will eventually trust you as PR expert in your field.

In the world of PR, showing the value of your work is a must, Think of it like this: PR isn't just about sending out press releases; it's about making a real impact. Let's start with brand visibility. Imagine what Reliance Industries has done to become a household name. Your PR initiatives can boost your client's brand in a similar way, and you can prove it by highlighting how their visibility has grown. Reputation management – something the Tata Group knows well. Show how your PR strategies have helped shape a positive public opinion during challenging times. It's all about building and maintaining trust. In PR, being adaptable is key. Be like Zomato and Paytm – adjust to trends and market shifts.

As Public Relations leaders, it is vital to master the art of sharing ROI.  PR work has the potential to create a significant impact, and it is our job to ensure the C-suite or clients see the value.  I have worked in both public and private realms, for more than a decade, and aim to prioritize media monitoring, social listening and metric reporting. At the end of a campaign, it is well worth the effort to create a high level executive summary that outlines earned news coverage and analysis, stakeholder responses and brand sentiment.  Your leadership will quickly begin to see the ✨ magic of our profession and your expertise.

Yes! All so true. One reminder: it takes time. Time for your hard work to be recognized, understood, accepted and valued. A thorough and ongoing media audit can demonstrate that PR helps move the public perception dial. It’s a pain- let’s be honest, but it is critical. Outsource it if you must, but ensure you are getting the info you need, not a template approach I prefer having staff do it so I can get exactly what I, and my executive team need. It can become a real source of pride and accomplishment. I have seen it happen. It took well over a year to see and demonstrate the shift. That’s ROI Thanks for this post, Ashley.

The true value of PR can be difficult to quantify at times, mainly because most people associate PR with promotions and publicity and they quantify this through media coverage. However, PR goes beyond just the media. Whether the task at hand is to boost brand awareness, enhance reputation, drive website traffic, or generate leads, PR plays a multifaceted role in achieving these objectives. Effective PR is when one is successful in strategically shaping perceptions, building relationships, and influencing outcomes. It's about creating a positive impact on the organization's bottom line and overall success. While media visibility is an important pillar to derive value, it's essential to consider the holistic impact of PR activities.

Unveil your PR masterpiece by reporting and communicating results to your clients or management. Speak in clear, concise language, and elevate your data presentation with visuals and storytelling techniques that captivate. Celebrate achievements, acknowledge challenges, and share learnings. Offer recommendations that pave the way for future improvements. Customize your report and communication style to match your audience, utilizing formats like written reports, presentations, dashboards, or meetings.

Public relations practitioners have always struggled to highlight its ROI. After reviewing this thread I find little has changed over decades or attempts at assigning metrics. Publicity (eared media exposure) can be easily measured in tonnage but connecting exposure to positive sales/leadership is always problematic. Years ago I supervised a PR campaign for a Cracker Jack promotion (you might win a Toyota filled with toys) if you bought the lucky box of CJ. Any publicity that failed to mention the promotion was rated a zero by the brand manager. By crafting a campaign that made it nearly impossible to omit the promo information, we generated $millions in media coverage. Want to know how...?

Demonstrating the value of your PR work is a perpetual journey, not a one-time affair. Constantly monitor, evaluate, and refine your strategy, tactics, and activities using the feedback and insights from your data and reports.