Prodo – Leading brand
design agency in Chester
New research suggests that many companies are struggling to measure how successful their
online public relations (PR) campaigns are.
According to E-consultancy's Online PR Industry Benchmarking report, judging the effectiveness of online PR and social media is a major concern.
It suggests that the lack of standard return on investment metrics may prove to be a barrier to those considering
online web PR campaigns.
"Measurement and results benchmarks are the key unlocking the real potential of online PR," said Michelle Goodall, online PR and social media consultant at E-consultancy.
"With defined KPIs (Key Performance Indicators), it is easier to rationalise the investment needed in resources and training.
"Until this knotty issue is resolved, companies will continue with integrated campaigns that purely focus on delivering the only brand metric that justifies a spend - favourable brand mentions."
The results show that out of the firms that outsource their online PR, 51 per cent use PR agencies and 29 per cent use search marketing agencies.
Find out more about
online public relations at Prodo
