Modern PR can impact an organisation on many levels; now a wider variety of stakeholders take an interest in viewing results than ever before. So how do you successfully communicate the results of your hard earned PR work for multiple people with varying PR knowledge and time?

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How to successfully communicate PR
results and make an impact

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Insights from….
PR & Digital marketing agency &
in-house reporting
Work with world’s leading data storytellers
In-house marketing result attribution
11,000 PR report creators & readers
Gary Preston Stella Bayles

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Getting to know your report audience
How to adapt & story-tell your data
The truth about PR report readers
We’ll cover
How to make your PR results famous

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Is my PR report read?!

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Is my PR report read…
..by the whole distribution
list?

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Is my PR report read?
Yes (with the right delivery to
the audience)

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Lets define
‘report audience’

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Attendees on a video conference
Email recipients
Forwarded email recipients
People in a meeting

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Attendees on a video conference
Email recipients
Forwarded email recipients
People in a meeting

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Primary
Secondary audience
& the forward ons

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Primary audience: Report requester
Secondary stakeholders
Additional stakeholders / ‘forward-ons’

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Meet Jack
Forwarded press clips attached to email
Comedy Commissioner Channel 4, previously series producer
Email includes readership / reach numbers
Reports included full screen shots & readership / reach

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“Press is the way I can
gauge if my show will get a
second season or not”
Jack Bayles, Series producer

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“Overall reach 11 million”

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Amazon
/
Channel
4
Public
Relations
teams
Jack
Production house
Actors
Season
3?
C4 Comedy Commissioner
C4
Head
of
marketing

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Amazon
/
Channel
4
Public
Relations
teams
Jack
Production house
Actors
Season
3?
C4 Comedy Commissioner
C4
Head
of
marketing
Primary audience
Secondary audience
(Forward ons)

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Identify your report
audience
What do they want?

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Primary audience
(report requester)

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Meet James
Received monthly visual coverage reports on email
Global head of culture & entertainment, Diageo
Reports for all brands from a variety of agencies in
multiple countries
Reports included full screen shots & readership / reach

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Evaluation & marketing budget allocation
PAID OWNED EARNED
Impressions
Cost per 1000
impressions
Cost per 1000 Est
Views
Impressions
Cost per 1000
impressions
Est Views
(Proxy for impressions)

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Coverage vault

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James’ new PR reports…
Help him attribute business success to PR activity
Global head of culture & entertainment, Diageo
Help him pull quarterly marketing reports for the
board
Make better budget decisions

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Report
Audience Research

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Primary audience: Report requester
Secondary stakeholders
Additional stakeholders
Know who the ‘forward-ons’are!

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How important are current PR results to
them RN?
How are they receiving your comms? Video, email, device…
Do they share results? Who with & why?
How does PR affect their role? What is at stake?
For each audience, understand;

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CoverageBook report layouts

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Grabbing audience attention & framing

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Framing data for email recipient

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Framing data

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Framing is personal
Primary Audience: Head of marketing & PR team
Same results, different framing
Prioritisation on info within group

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Framing, context & data prioritisation
Primary Audience: Business owners, board & whole team
Same results, different framing
Prioritisation on info within group

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Return
audience research
prioritise data by
group

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Beyond CoverageBook, context is key

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Spot the difference?

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Remember; dashboards are not designed
to be shared

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Don’t data-puke!
But DO consider those who need data…

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Meet Jo
Needs to analyse SEO, PPC, paid social, earned
social, print, broadcast and online PR activity
Head of analytics and attribution at Digital
Marketing analysis agency
Send analysis & recommendations to client
Compare marketing metrics

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Coverage vault & CSV function

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Priority audience data
Personalise (as much as you can)
Make everything actionable
Create your audience groups
Remember

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Requests journalist name, coverage view and social
engagement metrics
Remember Jack?
Gets alerted when there is more than xx pieces of
positive coverage on a show
Comedy Commissioner Channel 4 (previously series producer)
Requests grid summary of images
Takes PR results into account on commission decisions
Now cares about PR & who is running comms

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Remember James?
Can now attribute business success to PR activity
Global head of culture & entertainment, Diageo
Is now sending personal email updates to board
Is investing more in PR activity

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Questions