We invite you to
thoughtfully consider the following questions as a self-test of
your current PR efforts. If you are in doubt or uncomfortable about
the answers to many of these questions, it may be time to reexamine
your program and consider changes.
- When was the last time your PR
agency came up with a creative idea for a new program or media
pitch?
- How much turnover has there been
with your PR agency's team?
- Do your PR objectives tie to specific
corporate and marketing objectives?
- Can you quantitatively measure
your PR results?
- Are all projects completed on
time and within budget?
- How involved are the senior people
at your agency in your activities?
- How responsive is your PR agency
to last-minute requirements?
- How well is your messaging reflected
in the articles written about your company?
- How knowledgeable is your PR agency
about your company, technology and industry?
- Are your press releases and other
materials succinct and compelling?
- How much editing is required on
draft materials provided by your agency?
- Can you easily track your monthly
agency billings to specific projects and budgets?
- How does the quantity/quality
of media coverage for your main competitors compare to yours?
- Have there been any feature stories
written in your target publications about your market recently
in which you have not been properly covered?
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