• Kristin Jones
  • Kristin Jones, CEO Wallop! OnDemand

    Kristin Jones serves as Founder and CEO of Wallop! OnDemand, and she is known throughout the PR community for her dedication to improving PR measurement and analytics. She developed the Wallop! measurement, monitoring and analytics solutions to provide PR leaders with the tools they need to succeed in today's market. Kristin is also the owner and founder of Jones PR (www.jonespr.net), an agency best known for obtaining high-profile media coverage for its clients. Prior to founding Jones PR, Kristin spent several years working with two of the world's largest PR firms – Porter Novelli and Weber Shandwick – and has worked with a number of boutique PR agencies in Silicon Valley. Outside of work Kristin enjoys spending time outdoors with her family, reading, playing board games and exercising. She's a wine enthusiast, is fascinated by paleontology, and she loves a good crime-drama flick.
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How to Make PR Measurement More Sophisticated: Manage Client Expectations

Do you ever wonder if there is a way to present your clients with PR measurement that delivers the results they are looking for?  To give executives a report that is exactly what they expected and more?  Well, I believe this is possible if you put work into communicating clearly during the initial pre-planning stages.  Discussions on what measurement will include, what reports will cover and how often reports are presented will set the stage for what to expect.

What Will Be Measured?

Budget, time constraints and client goals will determine what you need to measure.  The more questions you can ask your client about these three areas, the better.  Once you have gathered as much information as you can from your client, you can make recommendations based on what you think is the best way to help them reach their goals.  For more information on defining the scope of PR measurement see my previous blog post on this specific subject.

What Type of Reports?

Deciding with your clients what your reports will include is a great way to manage their expectations.  They’ll know what they will be getting in advance and they will have a hand in making the decision on what type of reports will be most helpful for them.  Will it be a side by side comparison report with competitors?  Will the report give trends on key topics?  Clients will like the fact that their reports are custom tailored to their specific needs and goals.

How Often?

Frequency of reports is another topic that should be discussed and decided in advance of actual measurement.  What makes sense for the information that is being tracked?  If the client wants to keep close tabs on a competitor, daily or weekly reporting should be considered.  If you are tracking customer trends, a quarterly report would suffice.

Working with your client in communicating expectations and making decisions together regarding PR measurement, can really make the difference in giving your clients what they want.  By discussing everything from the start, client expectations will be curbed to only include what you have decided as a team makes sense for them.  This allows for a win-win for everybody involved.

See my blog:  Find Your Perfect PR Match: Making Client-Agency Relationships Last for more on the relationship aspect of PR.


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