How a PR agency can contribute to your communications strategy, and how to select the right agency for your business


A successful communications strategy is the driving force behind building trust among all of your stakeholders, enhancing your corporate reputation and establishing your company as a leader in your industry. However, not all brand and PR agency relationships are created equal.

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A roadmap to impactful collaboration with your PR agency


Working with a PR agency can help you better understand your market, expand your network of valuable connections, bring in fresh ideas and extra resources, and, as a result, run a more successful communications operation. Setting goals aligned with communications objectives.

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How a PR agency can demonstrate meaningful and measurable ROI

Agility PR Solutions

With public relations and communications, a common question for tech businesses is “how can it be measured, what’s the ROI?” The post How a PR agency can demonstrate meaningful and measurable ROI appeared first on Agility PR Solutions. Analysis Public Relations measurementWhen any business or individual makes an investment, they normally ask “what’s in it for me? What am I getting in return?”

The Complete Guide to Building an Impactful Relationship with your PR Agency


This webinar will focus on how to build a strong relationship between your PR agency and your brand. In this session our panelists will provide guidance on setting goals, communicating strategies and providing constructive feedback in order to foster a productive agency/brand relationship.

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A New Era for Measuring Communications Campaigns


We all know it’s important to measure our PR campaigns. However, according to Muck Rack’s 2020 “State of PR Survey,” 64 percent of public relations pros still struggle with quantifiable measurement — a 1 percent improvement from last year’s findings. Surprisingly, MuckRack’s report revealed that more pros reported measurement as a challenge than COVID-19-related issues including losing clients/revenue or placing coverage during this news cycle.

How to reimagine your measurement toolkit for the ‘next normal’

PR Daily

In order to prove your value as a communicator in the future, your measurement will have to be more sophisticated and take advantage of these emerging tools. I can’t tell you how many clients have told me in recent days that when their agency presents results, they know they are “B.S.”

PR Measurement: A Pulse Check on How Communicators Show Value

Sword and the Script

Tying outcomes to communications has long been a challenge. I once worked with an agency team that had placed a client in the Wall Street Journal. That’s why 2019 JOTW Communications Survey , which was conducted in collaboration with Ned Lundquist for the second year in a row and polled 223 communicators, included three questions about measurement. What metrics are communicators tracking? Is PR satisfied with their ability to measure effects?

How To Get The Best From Your PR Agency

ImPRessions - Crenshaw Communications

Bringing on an external PR agency , or really any outside firm, is an investment of time and budget for any company, no matter its size. Naturally, things will go better for both parties if the agency team gives their all, and the client manages for the best possible outcomes. ” It’s a great question, and there are many answers, from the bare essentials to the ultimate agency wish list. Measure what matters. Challenge your PR agency.

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Covid-19 Recession Places Renewed Emphasis on PR Measurement & Evaluation Blog

Economic damage caused by the Covid-19 pandemic increases the importance of PR measurement and evaluation. Signs of Improving PR Measurement. The survey indicates growing appreciation of PR measurement. Yet relatively few PR pros say measurement is one of their common activities.

Offer strategy to leaders, not measurement datapoints

PR Daily

Dissatisfied with your ability to measure effectiveness and return on investment? Forty-four percent of respondents are dissatisfied with their ability to measure communications’ effectiveness, Ragan’s State of Communications 2020 survey of nearly 800 professionals. Digital measurement leads. Website traffic, including clicks and time spent, is a measuring stick for 60%, and 51% keep an eye on the number of social media followers.

Meeting the COVID-19 agency start-ups

Stephen Waddington

Nine entrepreneurs talk about the agencies they’ve launched during the pandemic. My thanks to the founders of Authentic Comms, Boldspace, Coldr , Hard Numbers, Made by Giants, Priestley, Second Mountain Communications and SHOOK. Strategic, pragmatic, authentic communication.

Report: Measuring PR’s value remains communicators’ top challenge

PR Daily

Muck Rack’s “The State of PR 2019” report revealed that measurement remains PR pros’ biggest challenge with 72% saying they struggle to measure the business impact their efforts produce and 65% saying they lack quantifiable metrics for their campaigns. Along with measurement, nearly two-thirds of PR pros (61%) grapple with finding and engaging relevant journalists, and the same amount feel pressured by shrinking budgets.

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After lockdown: the creative agency market

Stephen Waddington

The agency market is in flux as the economy reinflates. Agencies are facing the following opportunities. What’s your take on the industry and what are other agencies doing? Here are five areas in which I’m helping my agency clients work through the current business environment.

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Covid-19 Accelerates Shift of PR and Marketing to In-House Staff – Why It May Be Futile and How Agencies Can Respond Blog

One-third of marketing work shifted from agencies to in-house personnel this year, reveals the 2020 Gartner Marketing Data and Analytics Survey. The shift from agencies to in-house staff is a long-term investment that involves more financial risk than relying on a contracted partner.

10 Most Common Media Monitoring & Measurement Mistakes – And How to Fix Them Blog

Although more companies and nonprofit organizations now use media monitoring and measurement, many don’t gain its full benefits. Competitive intelligence gathered through media monitoring and measurement and other tools aggregates information that is vital to business success.

5 Reasons PR Agency Relationships Fail

ImPRessions - Crenshaw Communications

Nobody enters into a PR agency partnership thinking it will fail, just like no one gets married thinking they may one day divorce. But when client-agency partnerships end prematurely, there are often avoidable factors involved. Here are some of the key reasons for the early demise of an agency-client relationship. Why do some agency relationships fail? This is probably the single biggest reason why PR agency relationships go wrong. The agency model.

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5 Ways to Measure Agency Operations

Waxing UnLyrical

More than ever, clients demand that PR agencies prove their value. Successful agencies have become very good at telling their stories and quantifying the impact of their work. PR lives in a near-ubiquitous digital landscape where every impression, click, and interaction can be measured. But what about the PR agency itself? What can or should be measured about how the firm delivers its services? After factoring in all costs, how much did your agency earn?

Agency metrics for sustainable growth and profitability

Stephen Waddington

What does good management look like in an agency? to help entrepreneurs to build and grow sustainable agencies. We’ve built a small portfolio of owner managed agencies. Here are key performance metrics. I founded Wadds Inc.

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Make PR Measurement A Priority

ImPRessions - Crenshaw Communications

New technologies are helping make the measurement of public relations results easier, less time-consuming and more meaningful. ” This enables teams to better identify what works and what doesn’t, creating more fruitful agency-client partnerships. More PR agencies today are designating a measurement guru on its team to own analytics. Advance legwork can improve the odds of achieving measurable impact. Identify the “core measures.”

How PR Agencies Set Budgets And Billing

ImPRessions - Crenshaw Communications

For any brand or business looking to bring on a PR agency , the cost of a quality public relations program is a key factor in the decision. And for the uninitiated, the different methods agencies have for budgeting and billing can be opaque, making it difficult to get an apples-to-apples comparison when reviewing firms. Yet we’re sometimes reluctant to talk about how agencies set their budgets. When might agencies charge more? How do agencies set rates?

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The joys and frustrations of agency ownership

PR Daily

Becoming an agency owner is an intimidating concept for many people. When I became an agency owner, I flew by the seat of my pants. As a PR pro, you would never recommend to your clients to go to market without a solid strategy, goals and objectives to measure success. So why should your agency be any different? RELATED: Join us for our one-of-a-kind Measurement for Communicators Academy. ]. Do you see yourself as an agency owner? PR PR agency

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The Ultimate Cheat Sheet On Choosing A PR Agency

ImPRessions - Crenshaw Communications

Deciding it’s time to invest in PR is one thing, but selecting the right agency is another. What’s more, the people who are skilled at internal communications aren’t always prepared to conduct an agency search. Instead, rely on a one-pager that outlines the goals for partnering with a PR agency. It should contain both agency deliverables as well as the all-important business objectives for seeking outside support.

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How a PR Pro changed the measurement landscape

PR Daily

When I realized I was their ninth Director of Corporate Communications in five years, I decided that I had to demonstrate my value, or I’d quickly be out of a job. I presented the results to our PR agency as well as my boss. Bob Strayton, the head of our agency, was so impressed he said to me afterwards, “Anyone who isn’t using this type of analysis by the year 2000 doesn’t deserve to be in business.”. Bob Strayton and his agency, Hill & Knowlton, became my first client.

15 Top Questions To Ask During A PR Agency Search

ImPRessions - Crenshaw Communications

Selecting the right public relations agency is a bit like dating, and it can be fraught with some of the same perils and challenges. It helps to break down the PR agency search process into key phases and to articulate questions to elicit the best responses. Many organizations may not need a lengthy or very formal document, but it’s essential to convey your goals and needs to all agency teams who may want to play. What are our key criteria for an agency partner?

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PR Guide To Agency-Client On-Boarding

ImPRessions - Crenshaw Communications

So it’s usually a good feeling to finally sign the agency agreement. Many PR agencies have a proprietary immersion and startup process, but even if they don’t, on-boarding is a critical first step in the relationship. The first order of business is immersion into your business by the agency team. Before the letter of agreement is signed, the agency and client should already agree on what general basis PR outcomes will be measured.

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Media measurement partnerships: a roadmap for PR agencies and clients

Media Bullseye

One of the primary stumbling blocks for setting up measurement programs is that because they are both highly individualized (dependent upon individual business goals) and produce valuable data (much of which could be considered proprietary and confidential), there aren’t as many easy examples to point to and say, “there—that’s what we need to be doing.”. Yet, one of the best ways to demonstrate to clients how measurement can help them is to point to case studies and concrete examples.

Impact Culture to Impact Sales: A Q&A with the Martin Agency’s Jaclyn Ruelle


We recently sat down with Jaclyn Ruelle of The Martin Agency to learn more about Martin’s Cultural Impact Lab and to understand brand influence on culture today. . We launched the Cultural Impact Lab at the Martin Agency in March, 2019. And measuring it is not easy.

Measure What Matters

Shift Communications

For all we’ve written about the importance of understanding your KPIs and measuring things that drive business results, it’s astounding that the crude metrics of views, likes and comments are given credence as a sign of effectiveness in this case. Particularly when a very obvious and easily measurable KPI such as new registrants on would not only make more sense, but would actually deliver on what the President’s purpose of creating such a video would be.

Class of 2020 UK PR agency entrepreneurs on growth footing

Stephen Waddington

The story of PR agency start-ups in the UK market is an uplifting one of innovation and new business models. It is easy to focus on the challenges that the pandemic has created in the industry but there have been more than 15 new PR agency launches in the UK alone in the past six months.

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Can corporate communications stay in the spotlight post-COVID?

PR Daily

Harboring dreams of Cannes Lions and huge marketing budgets, agencies pivoted resources toward consumer marketing. Someone needed to communicate what to do in the event of a COVID-19 outbreak. But that doesn’t mean corporate communications will go back to where things were in 2019.

Clearing the Two Biggest and Heaviest Cultural Roadblocks for PR/Communications’ Data-Driven Journeys


This is an industry-wide phenomenon and not simply limited to PR/Communications. In this blog, let’s explore the two biggest and heaviest cultural roadblocks (and the most common) on the path of data-driven journeys, specifically for PR/Communications, i.e., the earned media space.

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How To Measure PR Outcomes: A Practical Guide

ImPRessions - Crenshaw Communications

That was how we measured the PR team’s performance – by counting the publicity clips our work generated. At my agency, we generate a great deal of earned media for clients, and even after all these years, it still feels like magic when a great story hits. And how to measure the other activities that a PR group delivers? The absence of a standard formula for measuring PR success remains our holy-grail challenge as an industry. Set a budget for measurement.

Post-Crisis Communications Tips: Measuring the Calm After the Storm

Shift Communications

2018 is already proving to be a powerhouse year for crisis communications learnings. While preparing for the unexpected is typically the primary focus, building in ample time post-crisis to measure and assess the company’s approach is critical to learn and evolve. For social, export all mentions to measure key terms and analyze the sentiment there as well. Get all core crisis team members (from communications to c-level) in a room to hold a post-mortem.

20 PR Measurements Beyond Impressions & AVEs for Sales Value


As public relations professionals, we know that PR measurement is essential to the success of our campaigns, budgets and client relationships. We attend webinars, dabble with Google Analytics and follow the latest blogs to learn how to move from traditional to relevant measurement. If you still secretly dread questions about how to measure PR or if you feel in over your head at times, don’t lose hope. PR measurement is not only a science — it’s an art.

Storytelling, PR, and Measurement

Waxing UnLyrical

I say “again” simply because all communication vehicles eventually become mainstream, homogenized, and then the target audience tunes out and waits for the next iteration of communication style to appear. Take for example the first sentence from this PRWeek article by David Blecken, February 9, 2015 (ya, going on two years old now), where he quotes Lou Hoffman of The Hoffman Agency. So truth and transparency, it seems, is on a spectrum of communication styles.

How to move from communications firefighting to futuring

PR Daily

For me, it was the moment I transformed from being a “communications firefighter” to a “communications futurist”—and never looked back. The Great Recession was upon us, and being in communications in the auto industry was not for the faint of heart.

How to Measure the Success of Video Communications

Shift Communications

It’s one of the most engaging ways to communicate with an audience, and digital platforms are doubling down on video. However, one area where video-minded PR professionals fall short is how to measure the success of video communications. Let’s look at the video communications funnel today. The old way of measuring video success was simple, if ineffective: how many views did our video receive? The Video Communications Measurement Funnel.

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Avoid These Five Costly PR Agency Mistakes

ImPRessions - Crenshaw Communications

At that time, it’s also incumbent upon the team to set KPIs for the planned initiatives and establish measurement tools. Our best partnerships are sometimes a compromise between what we as agency professionals want to assure excellent outcomes, and what a company can comfortably allocate. Whatever the figure i,s however, we advise clients to understand all facets of a typical budget – the agency time, anticipated out-of-pocket charges, and the duration of the engagement.

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Overcoming Common PR Measurement Barriers [Webinar]

Media Bullseye

PR measurement adoption is becoming more widespread throughout the communications industry. Professionals emphasize the importance of measuring PR work to show its value. Although PR measurement adoption is becoming more common, many professionals still encounter problems that prevent them from effectively tracking the success of communications programs. Conferences / Events Measurement Public Relations Feature

How to Best Measure Your PR Success

Shift Communications

PR teams have long deplored the challenges of how to best measure your PR success and effectively report program results. Yes, it can be difficult to understand how to justify your team’s hard work to management, or to measure PR’s contribution to the bottom line. Traditional agencies will pull together a coverage report – or, for the old-school PR folks out there, a clip book – and count up their hits. But, don’t forget about measuring the quality of coverage.