19 Aug Why PR Firms Must Get Serious About Their Clients’ ROI

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Why PR Firms Must Get Serious About Their Clients’ ROI

At nspr, we’re always talking about our clients’ ROI, or return on investment. When we start a campaign each month for our clients, we’re well aware of the tactics and deliverables, but also what we expect to achieve and how it impacts our clients. We even have formulas to help us calculate impact.

PR firms have over the past few years (or decade) gotten the reputation of being able to deliver warm messages and community events, possibly even stellar media interviews, but at the expense of not being sure of the return on investment or quantitative impact for the client, if any impact at all.

PR firms must rise to the occasion, or be left in the dark.

Here’s what you should expect from your PR firm:

Reports. We send weekly and monthly reports to our clients. Weekly reports showcase exactly where we are with each element of your PR needs. You never should have to guess what your PR or marketing firm is working on and where they are with your business. Our reports are clear enough for anyone at our clients’ company to understand the progress at any point, even if they’re unfamiliar with our efforts or PR and marketing. They’re visual, succinct, and show impact.

Not using the word ‘Project’. We don’t have projects at nspr. We have clients, or partners, and we’re helping them grow their business. Their big fundraiser event, award recognition or amazing media interview is not a ‘project’. It’s part of a bigger picture that we’re working hard to accomplish for our clients: a business with greater brand awareness, client traffic, social engagement, corporate responsibility and yes, return on investment. Projects just don’t emulate the seriousness and level of gravity each very important strategy holds to measuring, and increasing your ROI, so we just don’t use that term.

Passion. If you don’t hear passion from your PR firm, it’s time to look for other resources. We aren’t a PR firm, we are an extension, or department of our clients’ business or organization. We win when they do. We never feel bored, tired, or disengaged. We are thrilled when we see new customers come in for our clients, or that our business owners can take the vacation they need because things, including PR and marketing are running so smoothly.

Regular participation. We like to talk with our clients…regularly. It’s the best way for a real collaboration and partnership. Once a month or quarterly just isn’t enough to really look at how elements of the business are progressing and when to make changes in real-time should there be a need to further impact ROI. Technology makes regular communication and participation so easy, too. Make sure your PR firm wants to talk with you and find out in real-time how your business is doing.

Quantification. Along the same lines as reports, we must understand how your business is doing from a quantitative standpoint. Whether its sales increased, website visits, social Likes, funds raised, volunteers increased, or whatever it is that your business is looking to grow or measure, it’s important to communicate that to your PR firm and understand their role. Your firm should want to showcase how they are helping support your vision through quantifiable measures in a real, quantitative way. They must show numbers.

For more information on how PR firms can provide real, measurable impact, contact us www.nspublicrelations.com.

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