Quantifying Public Relations
The challenge with public relations, critics contend is that it's too hard to measure. What is the correlation between 'awareness' and concrete action?
For an ongoing project, our team is marketing an insurance careers program to community college students in California. Yes, their initial reaction is similar to yours. B-O-R-I-N-G! But with a little education about the low barriers to entry and tremendous career opportunities, more than 500 students have signed up across 10 campuses. One campus in particular has had overwhelming interest, thanks in part to the media's help.
Santa Rosa Junior College is running one insurance class starting late October. In May, we reached out to students, faculty, and local media to talk about the new statewide program starting at the campus. Enrollment began on July 16 with six students signed up for the class. As of July 31, enrollment had grown by an additional 10 students for a total of 16.
On August 1, the Santa Rosa Press Democrat newspaper ran an article entitled SRJC's new insurance class could open career. That same day, 15 students signed up for the class. Seven more students enrolled on August 2. Over those two days, enrollment grew 137.5% thanks to that one article. Current enrollment stands at 50 and the class doesn't start until October 22.
Reaching out to the media, developing interesting story lines, and being responsive once they decide to write the story pays off whether you're selling products or services.
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