BlinnPR uses different techniques to measure success for each of its clients, because success means something different to each client.

Some clients like to see advertising equivalencies for column inches or airtime. Others work with us to establish appropriate benchmarks based on tangible business results, such as the number of new inquiries received from potential customers in response to a specific PR campaign. For some clients, we track key competitors' coverage for purposes of comparison. Others may be almost exclusively be interested in the frequency with which the company name is mentioned in the Wall Street Journal.

BlinnPR believes that while none of the above methods are ideal, the most meaningful measurements are always those that complement the client's own methods for measuring the success of its marketing program and/or its business as a whole. We will work with you to determine the mix of measurements that we all agree will prove most meaningful within your organization.

It's also worth mentioning that we routinely monitor some subtle yet important signs of success, such as the speed with which journalists return calls, analysts' interest in scheduling desk-side briefings, or the frequency with which the client is mentioned or linked to on the Internet.

BlinnPR always looks to see how our efforts are influencing our clients' bottom line. For example, we will constantly strive to determine whether your volume is up because of our efforts, and if not, why not.