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Rahul Singh

Rahul Singh is the Founder at The Publicity Dude & Entrepreneur's Key.

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Why Startups Should Focus More on PR ROI

Keeping a keen eye on your PR strategy will make sure that there is strong bridge between all your media. A good coordination calls for a bigger and stronger impact on your campaigns which have a direct impact on your website visits, engagement and conversation.

The battle to win at market is still a quest for most start-up companies and what’s needed is to get into the core and come up with a strategy to fight rather than just keep on throwing random techniques to reach out to the public. PR agencies are a great asset when it comes at creating visibility of the company, articulating the proper messages to reach out the public, supporting fundraising efforts and multiplying customer’s acquisition and retention efforts in other marketing channels. What comes with it is a determinant role of ROI which shouldn’t be overlooked. The ROI can be a called a good measurement when it’s in both quality and quantity and the need to direct focus on the PR ROI is because only then you will be able to maximize it.

Keeping a keen eye on your PR strategy will make sure that there is strong bridge between all your media. A good coordination calls for a bigger and stronger impact on your campaigns which have a direct impact on your website visits, engagement and conversation. Usually the impact of the work is seen in the form of the output like reaches, blogs, likes, pitches, etc which is not a justifiable outlook to your PR ROI, rather you must concern about the actual outcomes which can be seen in the overall growth of the brand, improvement in SEO around key words, growing traffic, social media engagement and so on. Your company runs with thousands of other companies in the race to become the best and being a start-up, your pace has to be on a check, keeping a track of your position relative to other companies is necessary. The return of investing on the PR can be one measurable tool to help you determine that position.

Basically, it has all that has to do with the constant report check upon your investments on the public relations whether they are working properly or not, if they should be changed and modified and also rectified if found with any loop hole. It’s going to answer a very crucial question, ‘was it all worth it’? Now, as we are referring to the start-up companies here, a very notable point is that they need to build more upon it as compared to the existing companies as they are very fresh in the market and cannot afford to have a loose hand on their approaches towards public while having their hand tight-fisted on the grounds of investment. Neither they can invest a pool of money on anything nor they can ignore the significance of PR. So, conclusively, they have to keep an evaluative report of the same.

Following the same, there are few steps they can follow to ensure a healthy investment:

1) Make a definitive goal – There must be a common goal to preach for all the different teams in a unit. For instance, the PR team and as well as the marketing team have separate tasks to accomplish but if they collaborate and work together, there are greater chances of success.

2) Make the metrics match –  Now that you have defined your goal, how would you know if it has been achieved or not? The answer is to make metrics on whose basis you will measure how far you have been able to get the desired results. They can be in the form of number of clicks, target audience reach, key-message pick-ups in the media and so on.

3) Get a baseline – To define your ‘success’ on a particular metrics, you should know how much at a minimal level should it be achieved. Like, if you compare the results of one campaign from the one of the earlier one if you are applying it for the first time, you can set your bottom-line with using the industry standards.

4) Comprehend the results – Now that you have done all the data analytics, you have to make it comprehensive to illustrate which teams worked best or which move was the best for you. Conclude with the report outlining all the shining stars and make a follow-up plan to make it more beneficial afterwards.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house


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