Clients want to know: How do our PR results compare to the results of our competitors?

How do our PR results compare to the results of our competitors?

This seems like it is a simple enough question, but many PR professionals have a difficult time answering it when they’re asked by a client or executive. If a client lobs this question your way, you actually have a great opportunity to win some major points for your PR program by showcasing the different ways you are beating competitors. Have you earned more coverage or been quoted more often than competitors? Have PR efforts helped close a sales gap between you and your competitors? If so, these are the things you want executives to know, so they will understand that PR is helping move the business forward.

Of course, in order to highlight your PR achievements, you have to know what they are. You need to have some information to help you identify PR’s accomplishments and the relationship between you and your competitors. That’s why it is important for PR pros to not only measure PR efforts for their own programs, but to also monitor the competition. Doing so will ensure that you have data to help answer clients or executives when they ask: How do our PR results compare to the results of our competitors?

Here’s a look at some of the other questions that clients and execs may ask you regarding PR results and competitors:

  • How many times were we quoted vs. our competitors during the last six months?
  • How are we faring with our thought leadership platform? Are we beating our competitors?
  • How often are our products mentioned vs. competitive products?
  • If we’re not beating our competitors, are we at least gaining ground?

From the client’s perspective, these are straight forward questions. They assume this is information you have on hand. If you aren’t able to give clients and executives the answers they’re looking for when they ask about PR results, they won’t understand how valuable PR really is. You want to be able to provide clients and executives detailed answers to their questions. Doing this is easy if you’re measuring your program and capturing information along the way.

On a side note, if you are measuring your PR program, you can analyze the information you collect to make better, more informed decisions about how to improve and fine-tune your PR efforts. You’ll uncover opportunities you otherwise wouldn’t have realized. It’s much easier to find opportunities when they are staring you in the face. By taking advantage of new opportunities, you’ll be able to produce even better results to “wow” clients and executives.

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