product name
PR Assessment
product tagline
Are my PR efforts effective and profitable?
Description
For years, public relations professionals have been measuring the success of their efforts by estimating press mentions, column inches, and advertising value equivalents. Lately, they’ve added a number of dubious social media ratios and metrics to their measurement mix. Despite all this, the key question still remains: Are my PR efforts generating sales and profitability for my brand?
Research Rabbit’s PR Assessment is the easy and inexpensive way to measure the total effectiveness of your public relations efforts. Using a variety of test-and-control measures, this survey will quantify the impact of your PR campaign on key message retention, brand perception, sales, and category share. And by plugging your profit margin and PR costs into the included ROI calculator, the survey will help you to estimate the profit impact of your PR efforts as well.
What will I get?
- A 10- to 12-minute online survey, customized for your particular category, brand, and situation
- Survey fielding among the target audience of your choice, using research respondents from the most respected sample providers and/or your own email lists
- A comprehensive 40- to 60-page PowerPoint style report that details all findings and conclusions (see excerpts from a disguised Research Rabbit report)
- All survey data, supplied in your choice of the following file formats: SPSS, SAS, Stat, Excel, dBase, fixed ASCII, or delimited files
What will my PR assessment survey measure?
- Number of people in your target audience
- Number of target customers that experienced your brand’s PR activities (e.g., newspaper articles, magazine articles, TV news stories, online news stories, blog mentions, etc.)
- Lift in sales penetration due to your brand’s PR activities
- Brand perception impact due to PR activities (e.g., impact on favorability, purchase consideration, recommendation rates, perceived value, etc.)
- Impact on key message retention due to PR activities (e.g., impact on favorability, purchase consideration, recommendation rates, perceived value, etc.)
- Contribution to brand perception generated by each PR medium (e.g., newspaper articles, magazine articles, TV news stories, online news stories, blog mentions, etc.)
- Respondent demographics for up to 10 client-defined variables
What will my final report include?
- Executive summary of key findings
- Methodology used to arrive at results
- Annotated tables and graphs depicting all question results
- Annotated cross-tabulation charts and graphs for up to two “banner” or “cut” variables (e.g. users versus non-users, males versus females, etc.), as defined by the client
- Customized ROI calculator that uses survey results and the PR costs you enter to calculate the financial return on your PR investment
- Additional analyses deemed suitable by Research Rabbit
What will my study cost?
$5,900 plus sample and incentive costs. The total price will be emailed to you following your discussion with a Research Rabbit representative.
Can I get additional customized analyses?
Customized analyses and client-specified research topics not outlined above can be added at an additional charge of $250/hour. Please discuss your custom needs with a Research Rabbit representative when ordering your study.
How do I get started?
Call us at 404.480.4114. We’ll answer your questions, help you to scope your project, and then send you a firm price quote.
