Demonstrating the value of PR beyond the volume of coverage
How do you prove the value of PR? With the way in which people consume information, entertainment and news and the speedy advancement of social media channels, measuring and evaluating the value of PR has been made that much trickier.
Simply reporting on the quantity of coverage a campaign has generated is no longer enough. We need to analyse what outcomes that coverage has prompted and how it’s played a part in meeting our charity’s objectives. At this event we discussed what actions we can take to demonstrate our PR worth.
Anil Ranchod, Stroke Association’s deputy director, PR and comms, discussed how the charity measures and evaluates its coverage, focussing on the awareness month, Make May Purple. In 2015, Stroke Association, with Gorkana, picked up three AMEC International awards for measurement and evaluation of the charity’s month. Anil also shared how they have since integrated their social media activity alongside the charity’s PR and media work for better impact and how they now report back on impact and effectiveness towards reaching corporate goals.
About the PR Network
CharityComms’ PR Network is a group for professionals working in PR and media in UK charities and not-for-profits.
Each event focuses on a different topic related to PR and/or media with a presentation, group discussions and networking.
It’s a great opportunity to meet your peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer to peer support, sharing issues in a ‘safe’ environment.
If you’d like to be one of the first to hear about these events, please contact Sarah Cutress to be added to the PR Network mailing list.
If you’re interested in sponsoring the PR Network, presenting at a future event or joining the steering group, please contact Harriet Smith.