Calculating PR’s Impact on Sales
It’s the question that makes every PR professional furrow their brows with frustration: Can Public Relations actually increase sales? The answer – yes. But the piece of the equation that is more difficult to answer is how.
Like any other ROI calculations, PR campaigns need realistic goals, measurable actions, alignment across marketing and sales efforts, and the ability to adapt based on results.
In a recent blog post, CASACOM breaks down the key to calculating PR’s impact on sales:
How to Calculate PR’s Impact on Sales
Choose the Right KPIs
It seems intuitive to start with clear KPIs, but the nature of integrated marketing and PR campaigns often complicates this process.
Unfortunately, there is not a “one size fits all” approach to setting the right KPIs. Therefore, defining KPIs should always be a collaborative process between the client and the firm. Companies know their sales cycle and unique qualities of their market – PR efforts should be tied to this and reflected in KPIs.
Cross-reference sales with reach and engagement
CASACOM offers an example from their own client work on this front. During a campaign within the pharmaceutical field, one of the six KPIs focused specifically on fluctuating sales.
Each month, business results were cross-referenced with other metrics such as ad reach and tone of comments on social media channels. At the peak of the campaign, a 10% increase in sales coincided with increased PR indicators.
Observe results now… and later
It’s essential to set short, medium and long term KPIs to properly assess campaign results and calculate the ROI. The impact of a campaign can take time to translate into sales, so only looking at the immediate results of PR efforts may not show the full picture.
There’s more – CASACOM outlines additional tips for calculating PR’s impact on sales, along with relevant examples. Get the additional insights on their blog. Get additional insights on brand and PR management from our Worldcom Partners.
Founded in Montréal in 2001, CASACOM is an independent national communication and public relations consulting firm that helps clients accelerate business success through communications. Located in offices in Montréal and in Toronto, CASACOM brings a real understanding of cultural differences resulting in unique and highly effective communications strategies. The firm was founded with a deep sense of integrity and humanity and our unique approach to collaboration and excellence gives us the opportunity to truly make a difference in our clients’ businesses. The team is highly strategic, creative, and passionate and specializes in corporate communications, public affairs, and marketing communications