Autumn is the time of the year when many companies begin planning for the following year. When developing a media relations campaign, it is important to determine how your company will measure its success.
You may write a goal in a public relations plan focused on how many news releases you plan to write. Or you may include how many articles you’ll develop. Both are steps in the right direction, but they won’t give you all the information needed to assess your success.
If you go one step further, you can count how many placements your media relations effort earned. It can be easy to think of earned coverage of your company with editorial placements. That’s also closer to an effective evaluation step.
Challenge yourself to think beyond what you write. Look past how many impressions it garnered. Gather measurable results through primary or secondary research.