Measuring Media Relations Takes a Multifaceted Approach

03.25.2009 | Communiqué PR

Measuring the impact and results of a media relations campaign is critical to the long-term success of an organization. Evaluating a campaign provides valuable insight that can help an organization evolve by answering questions such as:

Were the strategies executed successful?
Were our marketing and PR dollars used wisely?
Did we meet our objectives?

To help answer these questions, many organizations take a multifaceted approach – relying on a variety of measurement tools and strategies to capture results.

Verizon’s launch of FiOS TV, an Internet, telephone and TV service, is a great example of how an organization can take a multifaceted approach to measuring media relations. The company enlisted a variety of tools to measure the resulting coverage and determine the tone, geographic distribution and customer perceptions of FiOS TV.

According to a recent PR Week article about Verizon’s measurement efforts, the company also evaluates the coverage its competition receives as well as its share of voice – the percentage an organization possesses in a particular niche, market or target audience. Editor Tonya Garcia says, “Mixing the quantitative and the qualitative, the company is watching to make sure the messaging surrounding its FiOS TV product is reaching the media and, in the end, potential customers.”

Tonya also mentions, “The media measurement effort at Verizon is a mixture of hi-tech text mining (Dow Jones Insight) and low-tech human analysis (surveys). It is executed down to a local level to ensure that each media relations dollar is spent wisely.”

Verizon’s measurement efforts have revealed media relations success for the company as media hits for FiOS TV spiked on the day of the launch, and showed a 70 percent share of voice during the month of the launch.

Measurement strategies similar to what Verizon used for the launch of FiOS TV are discussed in Strategic Public Relations, 10 Principles to Harness the Power of PR. Authors Colleen Moffitt and Jennifer Gehrt explain, “Although there’s no single perfect measurement, using a variety of methods can give your organization a good idea about the effectiveness of your PR programs.”

A few of the PR measurement strategies Colleen and Jennifer recommend include:

Ad Value Equivalency - This compares the cost- effectiveness of PR with that of advertising.
Return on Impressions – The number of people who potentially read an article and the cost of reaching them.
Return on Media Impact – Demonstrates the impact of your PR campaign on sales of your company’s product or service.
Return on Influencers - Measures the effect of a PR campaign on customers’ perceptions of your company, product, or service.

Taking a multifaceted approach to measuring results can provide organizations with the valuable information they need to make smart business decisions that help a company achieve its business and communications goals.

Eric Rabe, senior vice president of media relations for Verizon, told PRWeek, “I don’t think, in this day and age, you can do the PR without looking very seriously at the measurement. Business is demanding more accountability.”

To learn more about measuring results, contact info@communiquepr.com or click here to purchase “Strategic Public Relations, 10 Principles to Harness the Power of PR.”

Tags: Colleen Moffitt, Communique PR, Eric Rabe, FiOS TV, Impressions, Jennifer Gehrt, Marketing, Media Relations Campaign, Paulette Zimmerman, PR, PRWeek, Share of Voice, Strategic Public Relations: 10 Principles to Harness th, Tonya Garcia, Verizon