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There are six sections addressing the component parts of Public Relations. Each section has seven questions. The maximum and best score for each section is 35. The overall maximum and best score for the whole test is 210. The closer you are to 210, the better your PR.
A. Excellent PR: More than 187
You have MAD PR Skills. If you score was not a perfect 210 you have some room for improvement within your organization. See By Section Scoring below for more detail. JoTo PR can offer you a complimentary evaluation of what’s needed to firm up any areas that may need a bit of tweaking.
B. Average PR: 146 to 187
While you have some degree of PR activity within the organization, it is not where it should be to ensure the organization could continue to expand unimpeded. If too many of these areas are left as is, they may become a burden on the business and lead to other problems related to ROI and expansion. Depending on the individual Section Scoring below that was lacking, an unaddressed deficiency can become a severe problem for the business. See By Section Scoring below for more detail. JoTo PR can offer you a complimentary evaluation of what’s needed to firm up any areas that may need some improvement and to raise your score to an Excellent rating, i.e., faster growth and better ROI.
C. Poor PR: Less than 146
PR is a major weak point in your organization. It is currently negatively affecting marketing and sales ROI. It may be due to a problem with your existing PR staff or a lack of personnel in that area of the business. Absent a positive resolution to this PR deficiency, your organizations growth will be stagnant or worse, it will lead to contraction. Based on this score, it is likely the business lacks the internal resources, skill and or manpower to adequately resolve the offending issues. See By Section Scoring below for more detail. JoTo PR can offer you a complimentary evaluation of what’s needed to resolve the most vital PR issues affecting the organization. If these areas of PR are not addressed it is highly possible they will have a negative impact on the overall business.
By Section Scoring:
A. Top Range: More than 30
You’re doing very well in this area; you have a good handle on this part of PR, just tighten up the weak areas and keep on going. If you lack the time or personnel to get these weak points in place, consider hiring an experienced part-time person to address these issues or hire a professional agency with the manpower and contacts to effectively get these points in. If you ignore these points they may cause a drag on your other PR efforts and adversely affect your overall strategy/campaign/PR efforts.
B. Mid Range: 17 to 30
You’ve made a valiant effort and had some success in this section of your PR plan, but you are lacking action on some vital points that if left unhandled will eventually weaken and diminish the gains you’ve made in other areas. It is urgent that you act sooner rather than later to shore up the gains you have made and build upon them by getting the weak points in place. You may either be able to add more workload to the existing staff or hire new personnel to take on the added responsibility. A more optimum and more cost-effective solution could be to hire a professional PR agency to address the points you are lacking. Having an experienced outside point of view can often shed light on lacking areas, opening the door to strengthening them as well as shore up the effective actions currently in place. JoTo PR can conduct an in depth interview with you and determine if hiring outside would be right for you, and provide costs involved to rectify these and any other areas you may need help with.
C. Below Average: Less than 17
This area is a major weak point in your PR efforts and is costing the organization revenue. Your marketing and sales ROI is being negatively impacted by the lack of positive activity and results in this area of PR. You either have an under-manned or over-worked PR staff in place or are lacking the necessary resources or PR skills to resolve whatever is going on in your organization. Absent a positive resolution to this PR deficiency your organizations popularity, growth and revenue will be stagnant at best (very little to no growth) or worse, this shortcoming will further impact the organization and lead to diminished expansion, i.e., the organization will begin to contract in a negative fashion. Based on this score, it is likely the business lacks the internal resources, skill and or manpower to adequately resolve the offending issues. A possible course of action to turn things around would be to hire new talent (if you have people in place handing this now) to help the existing team or put a team in place if none there. A more cost-effective and faster solution would be to seek out a professional PR agency to evaluate the scene and implement a quick-action recovery PR program to address the most vital issues. Once the most glaring PR weaknesses are being addressed, a complete PR strategy can be worked out and gradiently implemented.