Agencies & Consultancies

Training for agencies at all skill levels

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In-House Comms

Training for in-house communications professionals

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Kickstart Your PR!

Two-day intensive public relations workshop

  • Capturing media attention
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  • Supporting sales and marketing

PR Evaluation - You are as good as people think you are

PR Evaluation. Groan. It's so dull, isn't it? Counting clippings, managing spreadsheets of coverage from multiple media sources, generating coverage reports, chasing down elusive coverage hidden behind paywalls. It takes a great deal of time and organisation - and that's before you factor social media coverage into the mix.

Running a smooth PR Evaluation programme is critical to your success as a PR teamBut running a smooth PR Evaluation programme is critical to your success as a PR team, whether you are in agency or in-house. Justifying your continued existence or budget can only be done when the business understands the benefit that PR and its outputs is delivering. There are many evaluation methods, ranging from basic clip counting and targets for incremental quantity of clips, right up to using evaluation tools and econometric modelling to assess the value of PR in comparison with other marketing methods.

Despite the differences in methods and goals set, there's one thing that all successful PR Evaluation campaigns have in common — and that's buy-in from the stakeholder. Presenting a deck which states "Quantity of coverage is up 10% y-o-y and we have achieved 15 more reviews than last year" doesn't do anything for a stakeholder who is more concerned with building a B2B brand in the retail media.

Despite the differences in methods and goals set, there's one thing that all successful PR Evaluation campaigns have in commonSuccessful PR Evaluation is more about goal-setting and stakeholder management than it is the nitty-gritty of coverage analysis. How can you state with confidence that you have run a successful PR campaign, proven by your outputs and media coverage, if you haven't debated long and hard about what success looks like?

In addition, the definition of success changes over time. Where two years ago a high quantity of positive product reviews may have been critical, today the business' needs have likely changed. As businesses today pivot and shift on an almost quarterly basis, it's a highly valuable exercise to reassess your PR goal with a client or stakeholder on a regular basis. Each programme or campaign should have clear objectives based on which specific audiences will be reached with which targeted messages, and what PR outputs you expect from this activity.

Each programme or campaign should have clear objectivesStakeholder management and education on the bigger picture of what PR success looks like is critical. We've all been in that position on a Monday morning trying to justify "Why weren't we in that?!" to a senior leader. However, if you have spent the time developing PR goals and defining success together with your stakeholder, this type of request can be batted away by referring to the strategy and success metrics you've previously agreed.

Unless of course you really should have been in that article, and then you're in trouble. But that's another article...

Training Courses for PR and Comms Agencies

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All of our training courses for agency professionals

talented with clients

Be credible, effective and prevent problems

talented in the office

Manage time, people and campaigns with ease

talented with the media

Writing and pitching stories that get noticed
Client Management
Talented with Clients

Improve and develop your working relationships with each client

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Social Superstars
With the Media

How to Make Your Clients' Social Media Communications Shine

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Confidence and Assertiveness
in the Office

Say what you mean, professionally and directly

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Mastering the Art Of Writing
Talented with the Media

How to write almost anything

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Presentation Training
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Make every presentation more engaging and effective

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Time Management
in the Office

Manage your workload and get tasks completed on time

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Advanced Presentation Training
with Clients

Become a captivating and effective presenter

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Writing effective news releases
with the Media

Get more stories published

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Becoming a Manager
in the Office

Incorporate great management techniques into your daily life

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Crisis Communications
with Clients

Where do you start when it all goes wrong?

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Pitching to the Media
with the Media

Get more of your stories published

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Grammar Crammer
in the Office

Grammatical errors and how to avoid them

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Management and Leadership Training
in the Office

Get the best out of your team

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Improving Personal Communication Skills
in the Office

Make good working relationships great

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Editing and Proofreading Other People's Writing
in the Office

The seven steps to successful editing

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Refresh your press release writing skills
with the Media

Be more successful at getting your stories published

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Practical Creativity for PR
in the Office

Power up your brainstorms and boost your creativity

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Getting Buy-In
with Clients

Influencing and Persuading

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Writing compelling content for the media
with the Media

Make your writing effective, engaging and shareable

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Supercharge Your Writing
with the Media

Take your writing to a higher level

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Bespoke Leadership Coaching
in the Office

By application only

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Kickstart Your PR!
with the Media

Introduction to PR

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Time Management for Remote Working
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Manage your workload from home

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