PR Reports: Are You Going the Extra Mile?

When you hand over your PR reports to execs, what happens next?  Are they thoroughly read and analyzed?  Are PR reports being used to make a difference in the overall success of the business?  Are your reports long, tedious and full of details?  Let’s take a closer look at what PR pros had to say about PR reports in our recent Wallop! on Demand survey.  This can hopefully provide some insight on how to improve PR reports to meet the needs and expectations of clients and executives.

Which of the following are agencies expected to deliver to clients?

  • Number one answer: Monthly coverage report with executive summary of results……………………………………………...53%
  • Number two answer: Quarterly report with media analysis and corresponding PR recommendations………………………………..36%

The first observation we can make based on survey analysis is in the types of reports that agencies are expected to deliver to clients.  The top two types of reports requested of PR teams involve PR going the extra step and providing some type of summary and/or recommendations.  Clients (and executives) want your PR expertise.  They don’t want to have to take the time to weed through pages of data to come up with their own conclusions.  PR pros are the ones closest and most familiar with the data, they should be the ones to make sense of the data for clients and executives and relate it to business goals and objectives.

How deeply do executives dive into PR reports?

  • They read them thoroughly and are very involved in understanding the information……………………………………………….11%
  • They scan the reports, but rely heavily on the PR team to point out relevant or important information…………………………………...72%
  • They barely glance at the reports………………………9%
  • I’m not sure………………………………………………..8%

The second observation is quite obvious.  Executives don’t have time to thoroughly dive into PR reports and they rely heavily on the PR team to point out important information.  The more you can give them a bottom line conclusion, summary or recommendation, the better.  Vague PR reports don’t cut it. Neither do reports that include straight data without analysis summaries. Business leaders want to know “what does this mean for my business?” “How does this relate to our goals?” “Can these facts and figures help us make smarter business decisions?”

I could have presented you with pages and pages of factual data today from our survey.  But isn’t it nice when someone goes the extra mile and takes time to package relevant information into easily digestible bites? For more insight on how to go the extra mile take a look at this blog post:  What Do Executives Want From Their PR Departments?

 

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