Looking for advice from PR & Marketing leaders, how do you convince senior leadership that PR matters even though efforts don’t always lead to direct sales? We are a small DTC company with a complex product offering. We hired a PR agency about 1.5yrs ago when a big competitor popped up in our industry. I still get questions from number-focused execs about how a feature in The NY Times helps us even though we may not see direct membership/sales spikes within 24hrs.

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I've learned you can't convince senior leadership to change their minds on anything.

You should be calculating media impact value or some version of earned media value. Every function of a company must report some form of numbers (even if it’s money saved!) Kinda agree simply stating you scored a feature in the NYT isn’t enough. This should be across the board for digital, print, social media, radio/audio formats, tv, etc.

Your website metrics should be setup to at minimum see spikes and see where incoming traffic is coming from. Then, you should be able to report X number came from Y initiative and visited the website Z times and stayed on AA page for BB minutes. From that data, it can even be presented a subscription form be moved to BB page instead of CC page due to that data. (Very macro example, I know but understand your seniors also report to their seniors who speak numbers solely).

I was just using a recent NYT article as an example. This is a much more complex issue than that, of course. You make some valid points but I would also like to reiterate that a lot of PR work is not always easily tracked. We don’t always get tracking links and our company is small and our analytics systems are not as sophisticated as they could be. We can certainly measure traffic spikes in GA (and we do) but that is not always enough for execs who want more exact, finite proof that their money is being used effectively. The irony in my particular situation is, my company asked me to hire a PR agency primarily because they wanted to have greater share of voice in our industry to be the bigger leader/trustworthy source from a public view than our competitor. A year and a half later, we have achieved that exact goal but now that we’re doing great again they think it may be a waste of money. I hope that gives a little more insight to the situation for other PR professionals who may be able to offer helpful insight on how to explain the value of good PR to execs. Oh and also, my company is so small when I say execs I mean the President & owner, so nobody higher up the chain than them in this case. Thanks! :)

Public relations is one of the most important aspects of a company's overall marketing strategy. It can help to build brand awareness and create a positive image for a company. I believe they are an important part of the marketing mix and can help to achieve long-term success for a company.

It is understandable that senior leadership may be hesitant to invest in PR and communications efforts if they do not see an immediate return on investment. However, it is important to remember that PR and communications are about building relationships with customers and stakeholders, establishing trust and credibility, and creating a positive image for the company.

You always has to provide the impact your work COULD make. Then measure the impact and then remind them. It sound simple but I know it’s not

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