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By our News Team | 2022
‘Potential reach’ is a manipulative metric, while ‘actual reach’ is difficult to ascertain without a media outlet’s internal metrics.
For African PR agencies and their clients, effectively measuring the success of their press releases and new media campaigns is a matter for ongoing debate.
What constitutes success? Is it column centimetres in a publication, website hits, article ‘likes’ and ‘shares’, favourable comments? The list is extensive and what matters to one agency and its client may be irrelevant to another.
Image by Gerd Altmann from Pixabay
What about ‘reach’ as a metric for success? Writing in the industry publication PR Daily, Dustin Siggins of US-based publicity firm Proven Media Solutions, questions its value as a measure of success, pointing out that ‘potential reach’, is a manipulative metric used by far too many PR professionals and PR-tangential companies.
And without a media outlet’s internal metrics, it’s near-impossible to determine the actual total reach – which, of course, may be a fraction of the potential reach.
“Reach is a better metric of success than potential reach,” he writes. “However, it is very limited because (a) again, it’s impossible to track all reach without an outlet’s internal data, and (b) ‘reach’ is most valuable when reaching the right people with the right message at the right time.”
Siggins believes there are other metrics which, depending upon the circumstances, are more important than reach, especially for clients who understand that the best PR campaigns are long-term investments. These include:
“But even the most effective press campaign is limited without the other side of the branding coin: effective marketing that repurposes press placements to reach other audiences with variations on the same message,” Siggins states.
“Reaching people just means they’ve been touched once. The best clients know what PR professionals and salespeople know: that people need to be reached many times with different message variations before they are likely to take the desired action.”
Read the full article here:
Hypothetically, consumers would even go as far as to pay to prevent their personal information being resold to third parties.
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