Marketing investment performance evaluation is an important part of thorough PR activity monitoring. Present-day practice proves that not only an expert evaluation does help determine whether a campaign is a success or not (often it may be determined from experience) but it also helps find resources to improve efficiency of similar campaigns in the future. A professional analysis of the PR campaign also helps spot weaknesses in its planning and execution and cut expenses while improving efficiency.

With professional experts in PR on staff, who have the necessary knowledge and experience working in Russia, we offer assistance in comprehensive performance analysis of PR campaigns, with the following to be included in a report:

• a faithful account of the PR campaign presented in numbers;
• weaknesses of the PR campaign and recommendations for eliminating them;
• general and specific recommendations for planning and executing similar PR campaigns.

For the purposes of PR campaign analysis, we use time-tested methods practiced in Western countries that provide high accuracy of data and reliability of conclusions. A variety of parameters is used to assess the outcome of PR campaigns, including the following:

• Media Outreach – measured as the number of people reached by the campaign;
• PRValue/AdValue/AVE – the USD-denominated equivalent of the cost of a similarly effective advertising-only campaign calculated based on the price of advertising space/time;
• Return on Investment (ROI) – the return on investment in the PR campaign.

Other parameters can be used depending on specifics of the client’s business.

PR campaign analysis is available as both a separate service and part of wider research. Contact us for more details.