Course Content
How To “Do” PR: The Beginner’s Guide
You know what they say: There is no such thing as a stupid question. But just in case you’re feeling a little shaky making your entrance into the world of Public Relations (PR), we’ll answer the basic ones for you.
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How to “do” PR in 4 easy steps
How to “do” PR that leads to ROI
Is PR worth the effort?
How to Improve Your Email Outreach Effectiveness
For every marketing campaign you need a solid email outreach strategy. Ann Smarty shows how to use backlink tools, influencers & more to maximize outreach.
7 PR Tools You Need To Be Using Every Day
While you PRs may be the envy of the office, we know the reality. It’s not all press fan-fare and high octane crisis management.
Crisis Management: The Ultimate Guide
With the help of a few PR experts, we’ve put together some key information on what crisis management actually involves, and how best to tackle it.
How To Develop An Outreach Strategy: 15 Tips From Experts
We decided to interview 15 inbound marketers, and ask them how they develop their outreach strategy, and their 1 greatest outreach challenge.
How To Measure PR: The Definitive Guide
The PR industry has traditionally been lousy at measuring the value of its work. That’s all changing, with the introduction of robust frameworks, tools, and greater access to data.
How To Pitch to Journalists: Expert Tips From Techcrunch, NYT & More
The brutal truth is that most journalists receive 100’s of pitches everyday. If your pitch isn’t 100% perfect, it will be ignored. So what are some tips to ensure your pitch will be read?
Newsjacking Dos and Don’ts From a BBC Journalist Turned PR
You scan the paper and search the website and there it is…your brand or client’s name. And then again. And again and again. BOOM! Newsjacking success!
7 Best Practice PR Tips For Your Next Campaign
Whether you’re racing to nab the headline of a premier industry publication or securing an interview for your CEO before your competition takes the slot - there’s a sense of excitement in everything you do as part of a PR team.
How two types of PR boosted our free trials by up to 108%
Good publicity is invaluable. Not only does it put your brand front and centre – more often than not it can lead to real ROI.
A 2 Step Process For Coming Up With PR Campaign Ideas
Coming up with top quality campaign ideas can be hard. Finding the time to come up with them can be tricky, and putting your neck on the line by saying “This idea will absolutely work” can take courage.
7 PR Trends in 2021: The Story So Far
We know, the idea of anything being definite or predictable seems laughable after the last year we had. But if I do believe one thing, it’s that we are adaptable. In fact, a lot of us changed everything faster than we thought was even conceivable.
The Definitive Guide To PR Reporting
PR people everywhere are ultimately accountable to various groups of stakeholders and have to inform them about what they planned to do – and whether they achieved it or not (within a given timeframe and budget).
How To Write And Distribute Press Releases
Are you looking to build a stronger brand and acquire more backlinks to boost your authority?
How To Land Top Tier Media Coverage In 13 Simple Steps
Whenever we speak to people outside of the industry about how we come up with ideas for campaigns, very often the answers I hear are a little off the mark.
Digital PR Specialist Course
About Lesson

How to “do” PR that leads to ROI

You’ve got an idea of how to start, now, for a slightly more complicated question. 

How much money should you be dedicating to your PR efforts?

Broadly speaking, Return on Investment (ROI) in PR can be split in two categories: 

  • Monetary gains: Think sales revenue increases that are directly attributable to a PR strategy. This could be a piece of sponsored content that persuades leads to sign up for a sales call.
  • Earned media gains: This could be an interview with a highly regarded publication, promoting your business and reinforcing your industry credibility. Earned media gains indirectly contribute to monetary gains like sales revenue increases. 

Okay, so now what? We’re guessing you’re looking for some actual numbers. 

You should view PR as an investment and base how much to spend on it by what you’re getting in return.

For example: You could base your PR ROI from the amount of inbound links and conversations brought to your site as a result of any PR.

For more ideas of PR metrics to track, check out Stephen Waddington’s blog on how to measure PR.

Andrew Bruce Smith, Founder of Escherman, suggests using a framework by Avinash Kaushik to help shape your decisions on what to report on, and how often to report, when it comes to PR ROI.

Avinash Kaushik’s Impact Matrix Framework

Regardless of the exact scenario you’re in, there will be times when you don’t have to spend a large chunk of your budget on PR to gain traction.

In fact, you may be able to do some of it on your own. It just depends on the scale of your promotion.

Consider the following:

  • What are your goals?
  • How much do you have to sell?
  • Who is your defined audience?
  • Do you have the time?
  • Do you have the money?

Bottom line: If you’re making money off of PR — because it’s increasing traffic and boosting sales — then you would want to continue to increase that budget until it plateaus.

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