An increase in clicks on a product or an increase in enquiries on a website is not the role of public relations. That's not how PR works. GENERALLY. There are many factors as well as tools influencing sales that are beyond the control of PR, and it is worth bearing these in mind at the outset of working with our brand image creators.
Return on investment - particularly that of marketing or PR - is a conversation that's a bit old, and even more legendary. Typically, clients who are determined to measure every conversion are clients best avoided. It's much more fun to work with business owners and marketers who understand the power of PR, differentiate it from advertising and trust that you can build a brand through the means available to you.
Public relations are infinite. They exist , "WITH" or "WITHOUT" strategic efforts. What people think of you and your company, product, place or thing is the sum of impressions.
The role of the PR professional is to shape this impression in a way that is most beneficial to you and your immediate audience.
PR is a long-term and sustainable investment, and this is particularly important also with regard to the introduction of this article, i.e. the expected return on investment. Clients expecting absolute measurability and analytics of PR activities should direct their first steps not to the person responsible for image activities but to advertising, where they will feel more comfortable in controlling the creativity of the success realised. But let's agree... as consumers we know very well what we pay more attention to and it is definitely not advertising.... ;)
An increase in clicks on a product or an increase in enquiries on a website is not the role of public relations. There are many factors influencing sales that are beyond the control of PR, and it is worth bearing these in mind at the outset of working with our brand image creators.
WHAT HAS A (REAL AND MEASURABLE) IMPACT ON SALES?
Product packaging (with the intention of providing services - a service is also a product!)
Quality of the product
Quality of the brand design
Product availability
Price
Online shopping experience
Market interest and liking
Market environment
Supporting advertising
Media strategy
Event marketing
Strategic copywriting
Thoughtful cooperation with ambassadors
Above and beyond all of the elements mentioned, PR professionals must be responsible for delivering the activities that their clients have agreed to and that are in line with their marketing, sales and advertising campaigns. At this point, it is worth emphasising that PR is a fee-for-service industry; it is not a fee-for-results or sales function. PR is a communication function, an image function. It is not, never has been and should not be billed for sales. It is not sales or performance marketing (measuring marketing activities against sales patterns). PR is brand marketing, building a narrative, brand awareness and attracting the right community through multi-channel communication.
Reporting ROI in relation to PR activities is like trying to convert the value of a dollar to a friend. It's impossible. A friend likes you, knows you, trusts you, energises you, supports you, listens to you, contributes to meaningful conversation, is always loyal and always supports you.
The power of a brand is spoken and evidenced by good things said while you're not in the room. PR, like a good friend, is everything to a business - your ultimate hype-guy. Friends, like loyal fans of your business, don't have the dollar value they bring to your world over a lifetime. PR is an effort to find friends for you and your business. The effort and impact is eternal. It is impossible to put a dollar value on a friend.
Marlena Kalisiewicz
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