C&C Blog Series – How to get the most out of your PR Agency Part2
Blog #2 – Reporting 101
Results are the driving force behind any PR campaign. So you’ll want to decide from the start what type of report you’ll want your PR agency to create, as reports can be very time consuming and expensive to create. No sense in paying for a huge elaborate report if you’re only ever going to use the executive summary. Those dollars could be better allocated to help generate results vs. talking about them.
In our second blog of the series we help you to determine what type of report is right for you (and, your budget!). First you need to think of how this report will be used and how it can benefit you long after the campaign finishes, including:
Monthly or Annual PR Report – looking to showcase the power of PR and the dollars behind it to the executive team? Then look at a monthly PR report where your agency captures the top tier media & influencer clips from each campaign highlighting the audience reach and impressions to-date. The more visual the better in terms of clips! This can be used to send to the executive team at the end of each month with a little email cover note toplining the success to-date. The monthly reports can then be compiled into one annual PR report. Although time-consuming this can be a valuable measurement tool on PR success to-date.
Post-Mortem Report – a post mortem report will include the results to-date but also include an overview of the campaign and any key learnings. This is especially valuable if you just finished a campaign with so-so results and need to examine what the key challenges were impacting your success. Then look at setting up a time to review in-person or via phone with your agency to discuss how to overcome them for any future campaigns.
Executive Summary – If you just need topline results then a one-to-two page document such as an executive summary will do fine. This doc will instantly delve right into the topline media and influencer coverage results to-date and combined audience reach and impressions – without all the bells and whistles of the ‘bigger picture report’. This can be a very effective reporting style that won’t tank your budget. Great for year-to-year comparisons too.
Next week the third part of our blog series focuses on how Communication is Key to ensuring you are equipping your PR agency with the right info in the right timeframe.
Watch for our additional #cowanandcompany #weeklyprtips on #wisdomwednesday for the next six weeks via Twitter @cowanandcompany