Measuring and evaluating the impact of Public Relations is an essential element in the creation of a successful communication plan. If the goal is to achieve certain results according to the objectives and strategy outlined, a Media Exposure Evaluation (ROI - Return on Investment) with measurement and analysis tools that allow the collection of precise information and that best support the decision processes.
The challenge lies in, given the rapid and ongoing evolution of media, to find the formula that responds to the organization's communication purposes and objectives and that simultaneously demonstrates the effectiveness of the actions taken, namely the impact on business results.
A Media Exposure Evaluation (ROI) allows us to evaluate the degree of success of Public Relations actions and is a good starting point for improving the marketing and communication strategy. The goal of any investment in marketing and communication is to generate results and increase the profits of a business and a Media Exposure Evaluation (ROI) effective aims precisely to evaluate the return on the investments made in order to validate how much of that monetary investment actually translated into profit. This is the only way to determine whether these actions were profitable.
The results of this measurement will allow you to identify which actions resulted in a profit, which ones brought a loss, and which ones had no effect. The difficulties inherent to this measurement and the time it may take from the human resources of a marketing department lead more and more companies to delegate these tasks to external agencies. The more thorough the survey of expenses with a particular marketing action is, the better the results will be. Public Relationsthe more rigorous and useful will be the result obtained in the Media Exposure Evaluation (ROI).
The different types of media and their respective platforms are communication tools par excellence in a multidisciplinary strategy based on complementary approaches. The development and dissemination of journalistic content and selective approaches to the media allow the mass dissemination of information to a wide audience or the contact with a sectorial target through specialized publications.