One of my friends and a person that I have worked with professionally for many years is Alan Weinkrantz. He is a PR and social media expert focused on Israeli companies in the hi tech space.
In his well read blog, he has an entry about the resources needed internally in a company before running a PR or social media campaign.
First, there has to be a campaign. Again that word - strategy. There needs to be a full plan with a stated goal for the PR or social media campaign. This needs to be measured carefully as well, which brings e to my second point.
Second, the result needs to be measured. A lot of people state a quantitative value for the measurement (and this is the right metric for a lot of things - sales, hits, unique visitors, etc.), but to state that a company wants more articles than the past year is not a good goal. By gaining one more articles, the PR campaign would be a success, but if all the articles were in no name magazines or backwater towns' newspapers, would this really be a success? You need to incorporate both quantitative and qualitative goals - so you can measure the success and ROI on the campaign.
Third, Alan makes a wonderful point over the fact that there needs to be an on staff person who is the contact for the PR or social media agency. I have seen too many times where the hiring company believes that the PR agency should be as much of an expert on the goings on in the company as the internal corporate staff. This is too much of an expectation. They are an outsourced company and need to have access to the internal staff to get any information or data in a timely fashion.
Let me know your thoughts on how you have interacted with your PR agency and was there a successful outcome?
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