How to review your PR

It’s time to talk: why you should review your PR campaign


It takes months for a strategy to show its winning credentials. If it’s a year down the line that you took on a PR firm, or a new strategy, this is a good time to review the effectiveness of your campaign.

Mark this on your calendar, when the anniversary comes up, much like you’d review the performance of an employee. The PR firm is an extension of your own marketing team and will expect to have this conversation with you.

They should have a system to measure and evaluate PR coverage and be able to update you on progress. A good working relationship needs clear goals. You will have agreed on the potential for success and achievable results. If the campaign’s performance has fallen short of your expectations, your PR firm should suggest ways to take action to give you greater value. This is a perfect opportunity to revise and optimise your campaign. If it’s not working for you, it’s time to find out why.

Most people think that one of the first steps of marketing is to identify your audience. And that’s that, job done. However, it can be a useful exercise to take another look at your customer.

For example, Yoast, a Dutch company that specialises in web optimisation, asked their newsletter readers to complete an online survey. Through a ‘cluster analysis’, they identified four groups within their audience. While some of the differences were small, the analysis revealed that these groups do have different preferences.

As a result, Yoast is looking into strategies to optimise their sales. In other words, they’ve discovered the true identity of their customers and are looking to meet their needs. This proved a worthwhile exercise! Getting back to basics could be the jumpstart your PR campaign needs.

Make sure your PR firm is taking into account the latest news from relevant surveys and studies. Your campaign could be tweaked and evolve to take into account the new information. For instance, a survey by the Content Marketing Institute found that in the online world, where trust is crucial, almost half of those surveyed said they would leave a website that didn’t have contact information, as they found this so annoying. The ‘About’ page, too, was key in a visitor deciding whether the company was credible.

When you take a hard look at what has been achieved, in comparison to what you had dreamed of, prepare to explore the possibilities. You can decide whether your current strategy can still work for you, or whether it’s best to start afresh.