Evaluating Public Relations (part 3 of 3)
MEDIA MEASUREMENT ISSUES:
When using media placement, coverage and utilization as a measurement for either output or outcome objectives there are key elements that must be tracked and acknowledged.
In regards to using Ad Value or Gross Rating Points, professionals should only use this measure to evaluate share of impressions and share of discussion as compared to competitors/peers in market.
Editorial coverage is proven to more directly correlate and influence with public opinion. Therefore should carry more weight than Ad Value or GRP.
When using media measures, quantity vs. quality plays a significant role in tracking perception and action shifts.
Quantitative media measures are documenting:
- Column inches
- Impressions/Frequency
- Focus on target demographic
These measures indicate share of discussion and can support objectives intended to reach specific targets.
Qualitative media measures are ranking:
- Positive/Negative Tone
- Placement
- Use of Message
- Trend Analysis
- Tiered media values
These measures indicate perceived value and should correlate with community/target perception and not corporate values.
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