WHAT IS THE MONETARY VALUE OF PR?
‘Likes’ and ‘followers’ on your social media accounts are easy, vanity optics, but for exact return on investment (ROI) figures, your public relations agency should be using media monitoring.
Leisa Goddard from Adoni Media has spent 30 years working across TV and the media industry. As the Founder of a national PR firm, she knows that CFOs, Board directors and business owners want to see positive media coverage and be able to measure its worth.
What is your audience reach?
A primary goal of PR is building brand awareness. For communication managers, a sign that PR is working is when their spokespeople become “go-to” media talent for journalists looking for comment.
For executives, a key marker for brand awareness is audience reach. Media monitoring tracks every story generated through PR and provides a breakdown of how many viewers or readers your PR agency has helped you reach.
MEASURING MONETARY VALUE
How much is the PR coverage you’ve achieved worth?
Media monitoring, while tracking each story and audience reach, also measures the equivalent dollar value or Advertising Sales Rate (ASR) of the coverage.
A three month PR campaign for one client resulted in more than half a million dollars ($562,000) in media coverage across free-to-air news organisations. In addition, Adoni Media achieved hundreds of thousands of dollars more worth of coverage with articles and client appearances across other media platforms and publications.
The key to a successful PR campaign is having a team that takes the time to become an extension of your business and understands the media landscape.
It’s why Adoni Media has senior account managers, who like Leisa, have decades of newsroom and media experience and that translates into proven results for our clients.