Poor communication and goal setting are stopping PR teams from delivering the desired results.
A study from North 6th Agency (N6A) found that companies sought PR campaigns to demonstrate enterprise value, attract investors and recruit employees. Although PR can increase brand awareness, executives said that their PR teams remain unclear about the company’s desired results.
Only 30% of business leaders believe that their PR teams have been made fully aware of KPIs related to PR. Jordan Cohen, chief marketing officer of N6A says “too many companies look at PR as a checkbox”, resulting in its lack of contribution to business outcomes.
This article says that companies should clearly define and communicate measurable goals and outcomes for each individual PR campaign. Cohen further added that “PR should be held to business outcomes, not unique impressions per publication”.
[3 minute read]