12 Ways to Evaluate Your B2B PR Program

It is planning and budgeting season. Time to find new ways to grow. Evaluate what’s working and what’s not. And allocate the resources needed to achieve your desired marketing and business goals.

In other blog posts, we’ve discussed how a strong B2B PR program can enhance your marketing and business objectives. So, whether your PR is handled in-house, externally or you’re considering adding PR to your marketing mix, we can help.

Below are 12 questions that can guide your PR planning. Use this PR Evaluator Tool to see how you rank. And where you might need enhancements.

Directions for PR Evaluator Tool
For each question, rate your response as:
1 – No
2 – Sometimes
3 – Yes

1. We work from an annual PR plan tied to business goals. The plan is reviewed and updated at least semi-annually.*

No
Sometimes
Yes

2. We have a proactive system for gathering, reviewing and pursuing media opportunities. We seek to generate news on a consistent weekly or monthly basis.*

No
Sometimes
Yes

3. We have established key messages. We use them with every media opportunity to ensure a consistent brand message is communicated to the marketplace.*

No
Sometimes
Yes

4. We have identified subject matter experts throughout our organization. Our SMEs have been media trained and we proactively leverage their expertise to drive our thought-leadership position.*

No
Sometimes
Yes

5. We know all the publications, blog influencers and online media outlets that reach our various audiences. We update our database as changes occur at these outlets.*

No
Sometimes
Yes

6. We consistently repurpose press releases for blog articles, social media posts and other formats to ensure content is shared across all our marketing platforms.*

No
Sometimes
Yes

7. We are adept at developing byline articles, case studies, white papers, CEUs, webinars and other content to further extend our brand story.*

No
Sometimes
Yes

8. We use media monitoring and reporting services to capture and analyze our media results. We use these tools to determine how we are meeting business goals.*

No
Sometimes
Yes

9. We are diligent about reading industry publications. We do this to forge stronger editorial relationships and uncover editorial opportunities.*

No
Sometimes
Yes

10. We consistently update our Media Center webpage with content, resources and assets to best communicate our brand story.*

No
Sometimes
Yes

11. We have a system for proactively sharing our PR results internally with leadership and employees, and externally with our customers and other key influencers.*

No
Sometimes
Yes

12. We proactively communicate to leadership and others in our organization that PR is about more than impressions. We know our PR efforts, over time, shape our brand perception and are a key factor to influencing audience behavior. We have the tools and systems in place to track this.*

No
Sometimes
Yes

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