Return on Investment (ROI)
Public relations is an invaluable marketing tool, creating visibility and brand recognition, credibility and third-party validation through editorial placement, and hopefully, lead generation. Clients often ask how public relations can be measured in terms of ROI. Measuring the ROI of an article or press release can be difficult, as a price tag can’t be placed on the number of eyes reading an article or forwarding a link.
Rhino PR uses several communications tools to convey client messages, among them media relations, press releases, and byline articles. Pitching our clients as quoted industry experts and placing articles in key publications are two ways Rhino PR helps its clients create brand visibility and project publicity.
Many Rhino PR clients have reported their own ROI from our PR efforts – in the form of new client leads and projects. Sometimes the new client lead comes from a select article; often, keeping a firm “in the news” is enough for people to “hear about you” and pick up the phone. Here’s a recent sampling of Rhino PR clients seeing ROI:
- In February 2013, Rhino PR issued a press release on RODE Architects’ completion of the renovation and addition
to a multi-family residential building in Boston’s Allston neighborhood. Less than a month later, RODE, an emerging
architecture firm specializing in design for the urban environment, received a call from a notable developer that
saw the project featured in Banker & Tradesman, a local real estate weekly. The developer asked RODE to look at a project it had in the works.
- Margulies Perruzzi Architects (MPA) was interviewed and quoted in a February 2013 BUILDINGS magazine article on collaborative offices and work engagement. A prospective client saw the article and invited MPA to interview for a project – a meeting that was facilitated by Rhino’s PR media placement.
- Rhino PR pitched and placed a byline article for Acentech in the July 2013 issue of Appliance Design. The article, entitled “The Golden Rules for Quiet Product Design,“ included the firm’s contact information. After reading the article, a small appliance manufacturer in Poland contacted Acentech about its experience with noise and vibration control for small appliances.
- Rhino PR has worked with Acentech for more than five years. Acentech received four leads in 2010 and two leads in 2011 that were a direct result of a particular PR placement by Rhino PR.
- Rhino PR launched a national external communications program for GEI Consultants in 2007. Over the next six years, GEI doubled its staff and fees. In addition, the communications program won 12 marketing awards on a local, regional and national level.
- An architecture firm in Buffalo, New York did a Google search of “academic research laboratories” and found Acentech’s article in College Planning & Management entitled “Sounding Out Smart Design for Academic Research Facilities.” After making introductions, the architecture firm invited Acentech to join its submitting team for proposed work at SUNY Upstate Medical University. The project involved the renovation of existing space to create specialized academic research labs, faculty offices, and related support spaces. Acentech has completed many projects for SUNY and has a plethora of similar scope higher education experience, and the CP+M article put the firm in front of a new architecture client. Acentech is providing acoustics consulting for the SUNY project, with the potential of providing audiovisual and security consulting at a later date.