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FREQUENTLY QUESTIONS
How do you measure the success of a PR campaign?
We measure the success of a PR campaign through a combination of indicators - which we each time adjust 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 run social channels for a client, engagement indicators are also important - recipient 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 achieving assumed strategic goals - such as improving brand recognition or building an expert image. To be able to track changes on this scale, you usually need to determine the result for the starting point, i.e. before the start of the campaign.
What is your crisis management process and how do you deal with negative PR?
Crisis management in our agency is based on solid preparation and 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 what is happening and discuss further scenarios. In the event of a crisis, we act in accordance with a previously developed procedure, which allows us to approach the situation coolly, on autopilot, and take appropriate actions to minimize the negative effects.
What settlement models do you offer?
In the case of long-term cooperation, we settle on a lump sum basis, specifying the monthly remuneration, i.e. we work on a fixed fee. In the case of shorter projects - we determine the overall remuneration, which results from the scope, which we usually divide into tranches.
In exceptional cases, we can use a mixed model - a fixed, relatively low fee plus a success fee - if we manage to define it precisely together.
Importantly, we often establish a separate budget with the client, which we will manage together. It can be used, for example, for media purchases, cooperation with influencers, conducting and developing research results, etc.
How much does PR cost?
Do I need to have a communication strategy?
Developing and having a communication strategy is crucial 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 he wants to achieve and we adapt the communication strategy to them.
The strategy helps develop an effective narrative that will convince the target group. It determines tactics and allows you to choose the right tools.
Without a clearly defined strategy, communication may become chaotic, ad hoc or even random - making it difficult to achieve the intended results. In addition, such a situation is also more engaging on the client's side - because it requires frequent interventions, decisions and answers to the agency's questions and a constant mode of consultation and clarification. Our experience shows that PR activities based on a precise strategy are much more effective and more convenient for clients.
Do you guarantee publication?
The short answer is: "No." No PR agency can guarantee a specific number of media publications. Although we can often estimate that publications are very likely, success depends on many variables.
As a PR agency, we make every effort to ensure that the materials reach the right journalists and are interesting, but the final decision rests with the media. Good PR practices - such as a well-formulated topic, reliable texts, good relations with journalists and well-chosen timing - increase the chance of publication. However, it is worth remembering that external factors - such as unforeseen events - may influence the media's decision to publish the material. If you want 100% certainty of publication and a specific time when it should appear, it is worth considering paid or native options.
https: //enterie.com/can-pr-agencies-ever-guarantee-media-coverage/
What services do you offer?
Profeina offers full support in the field of strategic communication. As part of our cooperation with the media, we prepare press releases, arrange expert statements and organize media interviews. We also deal with personal branding for company leaders, as well as free, paid and barter cooperation with influencers and the media. We also offer content creation - e.g. industry reports, SEO PR articles. We produce podcasts, films and manage social media channels. Our services also include media training and crisis management.
How do you operate abroad?
Thanks to the international Enterie network, which we are the creator and operator of, we also operate on foreign markets. Thanks to proven Partners, we provide local support, tailored to the specificity of a given country. We offer our clients comprehensive PR services, combining our knowledge of international markets with the experience of local agencies. We implement each project taking into account cultural, regulatory and media differences to ensure the highest possible effectiveness of our activities. Thanks to this, even in international projects, our approach is consistent and effective
