Public Relations pros: Is 300 placements per yr. a successful PR program (for a mid size company)?
300 placements is certainly a lot (especially for a mid-sized company) but I prefer to look at quality not quantity in my PR results. I think that feature stories get more PR value than a mention in an article or news brief. Also, it’s better if this kind of coverage is positive rather than negative. When I look at PR results, I look at the following: – The news outlet (national, local, well-respected industry trade, etc.) – Audience reach – Ad equivalency – How much my company is featured in a specific story – How much about us is positive and/or negative – Are there third-party endorsements (i.e. customer or vendor quotes) – Are the right messages included If there is a way to tie sales performance to the timing of when a story ran, that would be a good measure. For example, if sales at your company increase a certain percent (say 5-10%) after a story ran, you could say that the coverage was a possible factor. Generally, if you have 30-50 quality placements in a year versus 300 MENTI
