FOUR things you need to know about PR:
1.PR will impact BRAND METRICS which in turn will drive the future demand for the brand
2.PR will have a DIRECT impact on response
3.PR will have an INDIRECT impact on other comms by improving their efficiency
4.PR will drive online engagement
ON THE PLUS SIDE: POSITIVE PR IMPROVES MEDIA EFFICIENCY BY 1.4%
A recruitment client found that PR not only had a direct effect on applications, but the combination of media and PR simultaneously improved media efficiency by 1.4%.
A retail client saw an even stronger impact on it’s media activity. While running a media campaign, the brand drove strong PR activity which backed up the claims in their campaign, leading to media efficiency improving dramatically and ROI increasing by 50%.
An entertainment brand found PR was the most efficient channel at driving awareness and intent to purchase.
By increasing these metrics, the demand pool for the product grew.
As a result, increasing awareness by 1% increased sales by an average 2.5% across different products and increasing intent to purchase by 1% increased sales by an average of 1.3%.
ON THE FLIP SIDE: NEGATIVE PR RESULTS IN ALMOST £2MN LOST REVENUE
A wide ranging industry scandal impacted on a retailer experiencing a loss of revenue in both the short term and long term.
Immediately they lost £1.5mn due to a reduction of visitors to the stores.This reduction of visitors continued for a period equating to an additional loss of £150k.
They also saw consideration for the brand to drop by 4ppt. It took 2 years to recover to the original level , resulting in an additional longer term loss of £230k.