Experts in communications

Planning for and measuring success of any PR campaign, from the outset, is an important aspect. It might sound simple but in order to accurately, and usefully, measure success it is vital that everyone involved knows what success looks like. Therefore establishing and agreeing campaign objectives are vital.

At Vane Percy & Roberts we work with each of our clients to develop an understanding of what they are trying to achieve. We then design a programme tailored to achieve these objectives. How we then measure the success depends upon the project, the client and, of course, the budget.

For example, if your objective is to change the perceptions of your target audience is it appropriate just to measure media reach? And what does that really mean anyway? You will often hear PR companies present media reach figures of 100 million, 200 millions – in a country with a population of around 60 million – isn’t that all a bit misleading? And so what if the media is read by thousands of people...are they the people you want to be speaking to? If you are trying to target cardiovascular surgeons and you appear in Bella...was the effort worth it? Similarly if you want to get in front of the DTI does a piece in Nature, however well written, make any difference?