Adding Weight to Your PR Outsourcing Decision

Adding Weight to Your PR Outsourcing Decision

In my last blog post I talked about how to figure out how much internal PR measurement is costing you.  That is only one factor in making a smart PR outsourcing decision.  Once you have determined the actual cost of in-house measurement, it is important to look at the pros and cons of outsourcing and add those facts to your decision scale.

What Are The Pros?

Here are a list of common benefits that outsourcing can have for an organization.  Read through the list and see if they apply to you.

  • The ability to allow junior staff more time to work on campaign-oriented tasks.
  • Eliminates the temptation to put PR measurement on the “back burner” to deliver on work that provides greater fulfillment and advancement opportunities.
  • Improves continuity.  When internal employees go on vacation or are out of the office, measurement doesn’t stop.
  • Removes the need to constantly train/manage new staff on measurement tasks.
  • Increased staffing flexibility.  Scale vendor resources and use when needed, then release them when you don’t.

What Are The Cons?

  • Do we have enough media coverage to warrant outsourcing PR measurement?
  • Does our PR staff spend too few hours on PR measurement to really consider it?

The following concerns have more to do with not finding the right vendor to meet your needs.  Make sure you look at several options before you decide that outsourcing is not for you.  Some common concerns could be:

  • A cookie cutter approach to every business.  Can we have our measurement designed for our needs?
  • Lack of flexibility.  Can we change our measurement as goals and needs change?
  • Inaccurate data.  Will they provide human interaction to check the quality and accuracy of the data?
  • Lack of Expertise.  Do they really understand PR and have the ability to do advanced analytics?

Weigh Outsourcing Costs

If you find an outsourcing vendor that meets your needs and expectations, then you are ready to determine if their required monthly cost is worth it.  Remember to compare internal costs with outsourcing costs while also considering the list of benefits that you have uncovered.  And finally… ask the question.  “Will this vendor do a better job at PR measurement than we are currently doing?”

I hope this helps you to take an honest look at costs and benefits of outsourcing for your organization.  Once you get it all down on paper, you should be able to see which way the scale is tipping.

 

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