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2014. 4. 19. 오전 11:20
Measuring Public Relations Success - A Guide to Understanding the Return-on-Investment
Social Media & PR
By Gini Dietrich, Founder & CEO, Arment Dietrich Inc. Raising awareness of and gaining additional exposure for your property is one thing. Being able to prove the efforts behind such an increase in market visibility and occupancy is a direct result of a public relations campaign is quite another. The difference lies in identifying and tracking the effect of a public relations campaign on your business, and the biggest factor is measurement. Public relations is a powerful tool in the hospitality industry. From establishing or repositioning a brand to drawing attention to a hotel opening or the addition of a new amenity, public relations can be one of the most value and credible communications tools around. Not only can a well-executed public relations program raise awareness, but it also can be a highly influential force with current and potential guests. These efforts contribute to and ensure the success of a hotel. The first step in this process, however, is for hoteliers to understand what they should expect in terms of return-on-investment (ROI) for a public relations campaign. There was a time when displaying placements was enough to demonstrate the effectiveness of a public relations campaign. The old adage of "any publicity is good publicity," however, went out the window a long, long time ago - with good reason, too; it just is not sound business. The key to understanding the real ROI for a public relations program lies in establishing mutually agreed upon, quantifiable results. The bottom line is king and placing monetary values and concrete measurements against a public relations campaign is influential for an hotelier. Public relations professionals need to translate successes into a form that every hotelier understands, appreciates, and values. One of the best ways for public relations practitioners to demonstrate the legitimacy
19. public relations professionals recommend a more comprehensive combination of methods to fully measure the success of a public relations program. 오전 11:20 of their efforts is to calculate a current advertising equivalency for each placement. Work with your public relations practitioner to develop quantifiable objectives that you can http://hotelexecutive. Multiplying this number by 100 would result an advertising equivalency of $3. Generally. for 30 column inches. the public relations practitioner is able to convey the ROI for its efforts to the hotelier. you can't figure out if you've achieved it once the program is over. By assigning a monetary value to each placement. advertising equivalency is the amount of money a client would pay to place an advertisement in the media outlet in which a story runs. and these efforts result in stories similar to the one mentioned above. Very simply put. If you set a $10. While advertising equivalency is one of the most widely used forms for demonstrating ROI. Say the story spans three columns and is 10 inches long. If you don't establish what you want.000 a month budget for public relations.000. the advertising equivalency equals the cost of running an advertisement for 30 seconds during that same broadcast. by Gini Dietrich 2014.Defining what success looks like from the outset of the public relations program is key to analyzing ROI.com/business_review/1389/measuring-public-relations-success-—-a-guide-to-understanding-the-return-on-investment 2/5페이지 . hoteliers need to consider additional measurements when determining the bang for their buck. if a story airs on radio or television station for 30 seconds.A Guide to Understanding the Return-on-Investment. then your public relations professional has covered the cost of the service and provided positive results. let's say a story runs in a local paper with an advertising rate of $100 per column inch. Following are a few additional considerations for developing a complete measurement model to determine campaign effectiveness: Establish objectives . The best way to nail down objectives is to make sure they are measurable.Measuring Public Relations Success . For example. 4. Similarly.
Track impressions .com/business_review/1389/measuring-public-relations-success-—-a-guide-to-understanding-the-return-on-investment 3/5페이지 . but if your goal is to re-brand your chain. as well.Impressions are the number of people who read. Set metrics . Reading guest reviews and putting an ear on the street can connect you to the mindset of your guests.A placement in a top-tier consumer publication or a targeted trade means big things for you and your property. Analyze the link to finances .Measuring Public Relations Success . Also. and hefty impressions. If you're hitting a million potential travelers with one well-placed story. leading to increased sales and a full house. Very literally. 19. When looking at ROI. This type of exposure can prove more influential than advertising. Addressing this issue up front keeps confusion to a minimum and makes the actual measurement process easier. These numbers tell a story in themselves. don't forget it's not all New York Times and USA Today placements either. smaller city papers and magazines carry influence. the metrics by which you measure success and the value of a placement. Another option is to select two similar markets and conduct a public relations program in one market while leaving the other market as a control group. Look at sales immediately after a big placement hits the newsstands and analyze the correlation between the two .you'll be pleasantly surprised at what a little ink in the right spot does for hotel traffic. or hear a placement in a media outlet.Tracking an increase in Web site traffic http://hotelexecutive. and that is how you tell if your effort to change the perception of your property is effective. impressions estimate the effect of a story. by Gini Dietrich 2014. Recognize that success can be more than monetary . an annual report cannot show the results of a public relations campaign designed to change the way guests and prospects perceive your hotel. Depending upon your target demographic.Make sure both you and your public relations practitioner agree upon. comparing the sales in the two markets highlights the effect public relations had and quantifies the campaign. 오전 11:20 measure against at the end of the contract.Financial performance easily can reflect ROI. 4. you've reached a million potential guests who have your property on their mind when making plans.A Guide to Understanding the Return-on-Investment. see. and understand. After the program ends. Look at technological components . analyzing impressions and understanding the reach of public relations efforts is vital to success.
and number one on Twitter. Whether it's crisis management and developing speaking opportunities for hotel executives or community outreach and interacting with social media. Gini was recently named the number one PR person. by Gini Dietrich 2014.Public relations encompasses a lot more than just interacting with the media. Remember to employ a variety of public relations services . 4. If a particular piece of media material has its own URL. Inc. Ms. produces a ROI. If a goal is to increase the number of guests walking through the door. The author of Spin Sucks. One of the top rated communication professionals on the social networks.. panel discussions.. Following these suggestions for developing measurement tools for public relations efforts takes the chance out of the campaign and shows you just how valuable it can be for your hotel. increased sales. Dietrich can be contacted at 312-787-7249 or gini. it is apparent how many people visited the Web site as a direct result of viewing that particular piece of collateral. One of the best ways to concretely tie Web site visits to public relations efforts is with distinct URLs. according to TweetLevel.and in turn. HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. coaching sessions.dietrich@armentdietrich. As a property owner. Take advantage of what a public relations efforts offer and engage in a relationship that improves your business. 오전 11:20 is becoming more commonplace among public relations professionals these days. Gini Dietrich is the Founder and Chief Executive Officer of Arment Dietrich. your focus is on the numbers. and workshops across North America on the subject of digital marketing tools. a firm that uses non-traditional marketing.com/business_review/1389/measuring-public-relations-success-—-a-guide-to-understanding-the-return-on-investment 4/5페이지 . Greater exposure. on the channels.Measuring Public Relations Success . public relations involves several different facets an hotelier can use to his or her advantage. 19. Articles cannot be republished without prior written consent by http://hotelexecutive.. according to Klout and TechCrunch.com Extended Bio. Each public relations practice that your business engages with benefits the property . getting them to check the Web site is an ideal first step. Gini has delivered numerous keynotes.A Guide to Understanding the Return-on-Investment. more guests walking through the front door public relations can have an immense effect on your property.
19.A Guide to Understanding the Return-on-Investment.Measuring Public Relations Success . 4.com.com/business_review/1389/measuring-public-relations-success-—-a-guide-to-understanding-the-return-on-investment 5/5페이지 . by Gini Dietrich 2014. 오전 11:20 HotelExecutive. http://hotelexecutive.
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