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FREQUENTLY ASKED QUESTIONS
How do you measure the success of a PR campaign?
We measure the success of a PR campaign through a combination of metrics – which we tailor each time to the scope of activities entrusted to us.
If we conduct Media Relations, we analyze the number of publications, their reach, and the quality of the media in which our Client appears.
If we manage social media channels for a client – engagement metrics are also important, such as audience reactions in the form of comments, likes, and shares. We regularly use media monitoring tools to provide precise data on campaign effectiveness.
The effectiveness of our PR activities can also be measured by the achievement of set strategic goals – such as improving brand awareness or building an expert image. To track changes on such a level, it is usually necessary to establish a baseline result from before the start of the campaign.
What is your crisis management process and how do you handle negative PR?
Crisis management in our agency is based on solid preparation and the prior development of a crisis procedure. The key is to anticipate potential crises and have action scenarios ready.
Transparency in communication with the client is the foundation of an effective strategy for managing such situations. We inform each other about what is happening and discuss further scenarios. In the event of a crisis, we act according to the previously developed procedure, which allows us to approach the situation calmly, on autopilot, and take appropriate actions to minimize negative consequences.
What billing models do you offer?
In the case of long-term cooperation, we settle on a lump-sum basis by determining a monthly fee, meaning we work on a fixed fee. For shorter projects, we set a total remuneration based on the scope, which we usually divide into tranches.
In exceptional cases, we can apply a mixed model – a constant, relatively low fee increased by a success fee – provided we can precisely define it together.
Importantly, we often agree with the client on a separate budget that we will manage together. It can be allocated, for example, to media buying, influencer cooperation, conducting and processing research results, etc.
How much does PR cost?
Do I need a communication strategy?
Developing and having a communication strategy is key for PR activities to be effective, consistent, and bring long-term benefits. At Profeina, we start by understanding the client’s business and the goals they want to achieve, and we tailor the communication strategy to them.
The strategy helps to develop an effective narrative that will convince the target group. It defines tactics and allows for the selection of appropriate tools.
Without a clearly defined strategy, communication can become chaotic, “ad-hoc,” or even accidental – which makes it difficult to achieve the intended results. Additionally, such a situation is more involving on the Client’s side – as it requires frequent interventions, decisions, and answers to the agency’s questions, as well as a constant mode of consultation and clarification. Our experience shows that PR activities based on a precise strategy are much more effective and convenient for Clients.
Do you guarantee publications?
The short answer is: “No.” No PR agency can guarantee a specific number of media publications. Although we can often assess that publications are very likely, success is dependent on many variables.
As a PR agency, we make every effort to ensure that materials reach the appropriate journalists and are interesting, but the final decision belongs to the media. Good PR practices – such as a well-formulated topic, reliable texts, good relationships with journalists, and well-chosen timing – increase the chance of publication. However, it is worth remembering that external factors – such as unforeseen events – can influence the media’s decision to publish the material. If you care about 100% certainty of publication and a specific time when it is to appear – it is worth considering paid or native options.
https://enterie.com/can-pr-agencies-ever-guarantee-media-coverage/
