Question

Topic: Advertising/PR

Measuring Media Value On Media Clippings

Posted by Anonymous on 12/10/2008 at 1:35 PM ET 125 Points
I'm a newbie to the PR industry and in need on some professional advice.
Recently, I was just given a task to track the ROI from press clippings that are company have been compiling. As the process was explained to me it seem from my perspective to be in some serious need of streamlining and improvement. This is where I need help, I will explain the process and the data that I am being asked to get. I will love any feedback.

Process:
1) Go through various press clippings
2) Manually measure and calculate column inches of the article/press clipping
3) Manually calculate media value of each clipping

This process has created a serious back log because no one seems to have the time to go through all the clippings and do all the manual calculations needed. I know I'm new to all this but even a greenie like me can see that this process is antiquated, needlessly long and time consuming. Please, I would love any insight.
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RESPONSES

  • Posted on 12/10/2008 at 5:44 PM Author
    Thanks Phil, I appreciate your honesty and clarity.

    I guess my question to you is how I can explain how we can show our value (as a PR department) to the company. We don't sell a product or service so showing an increase in sales or customer satisfaction survey responses won't be something we can use to our advantage.
  • Posted on 12/10/2008 at 7:16 PM Member
    Coincidentally, I got an email today that just might have the answers you are looking for.

    Try this: https://www.vocus.com/mpibn50offer

    It is an easy-to-use software suite (Vocus) that claims to directly measure PR's impact on marketing and sales. I have not used it before, but you might learn something. The link is to a free demo.

    Otherwise, I'd just add to what Phil has already stated ... PR is a non-tangible marketing tactic. It can be essential word-of-mouth, but direct association for ROI isn't really what it's all about. It's about building credibility and awareness. Perhaps you can look at sales during a period of time you launched a particular PR blitz ... the added impact/visibility during that time period might have helped peaked sales.

    GOOD LUCK!
  • Posted on 12/11/2008 at 9:14 AM Author
    Another great advice. Thanks Zelda. I will take a close look at the software you sent and forward it to my team for feedback.
  • Posted on 12/15/2008 at 9:43 AM Author
    Thanks for everyone's responses. I will take all that was said into account.
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