​Goal setting and measurement

​The best ideas are useless if they don’t help your business in some way. Before we start anything, we need to understand why you need help and what you’re hoping to achieve.

What should PR and marketing achieve for my business?

When it comes to measuring and evaluating your PR and marketing, you need to look beyond how many pieces of media coverage you achieve. It's vital that your PR and marketing helps you to grow and develop your business.

We always start by understanding your business objectives. If you don’t already have a firm set of business objectives, we’ll help you find them. Maybe you need to increase sales by a certain amount, are preparing to launch a new product, or planning to expand into a new region or market? Perhaps you want to do something else to help your business grow like attract new talent, find a potential investor or develop new partnerships?

Once we understand your goals, we can look at how marketing and PR can help you achieve them.

We set your PR, marketing and communications objectives to support your wider business objectives. And throughout your campaign, we’ll continue to monitor, measure and evaluate to make sure what we’re doing is working and helping you meet your objectives.

Thanks to our PR and marketing evaluation and reviews and our flexible approach, our PR and marketing activity will always align with what you're doing in your business - even if your priorities change.

​What makes a good marketing and PR objective?

​When setting objectives for our marketing and PR campaigns, we’ll make sure they’re SMART:

  • ​Specific
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    Measurable
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    Attainable
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    Relevant
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    Time-bound

How do we measure the success of your PR and marketing?

How and what we measure and monitor depends on the specific objectives and campaign, but could include a combination of:

  • Sales and enquiries: How many, percentage increase, database enquiries, new business leads
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    Website activity: Visits, referrals, dwell time, bounce rate, conversions
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    Social media: Engagement, reach, conversions
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    Media coverage: Quantity, quality, audience, tone/sentiment, key messages, website referrals
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    Brand perception: Before, during and after a campaign
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    Content: Shares, impressions, downloads, engagement
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    SEO: Links, page ranking, domain authority, page authority, organic search results

Driven by results…

At Unhooked Communications, we want to make sure our PR and marketing campaigns deliver results. This is why we’re always looking at new and improved ways of measuring success for our clients and follow industry best practice, for example the Barcelona Principles and other best practice set out by organisations such as AMEC, CIPR and PRCA.

Contact Unhooked Communications to see how we can help you and your business.