Question

Topic: Research/Metrics

Pr Feature Measurement

Posted by Anonymous on 3/18/2009 at 5:15 AM ET 125 Points
Hi All,

I am working on a more acccurate publicity report for my company. Previously, the company just compiled press cuts and measured it by the circulation of each publication. They also gave a fixed monetary value to each brand mention (for e.g. 100$ each time one of our products was mentioned). You see it's very rudimentary.

BUT, what i would like to do is a more accurate and complex measurement. The value should be based on:

1) the ad rate of the publication - this i know how to do ;-)

2) the kind of feature (product feature, overall company feature, employee feature...) - are their standard factors for these? is a company feature "worth" more than a product feature?

3) the size of the feature (one brand amongst many, etc...), or features w product shot vs. features w/o product shot?

4) the tone of the feature - i read somewhere about a positivity factor, for e.g. 1.5 for super positive article/brand in headline, 1 for positive article, .75 for neutral, -1 for negative etc... how accurate is that?

ALSO, how do I put a value on a social media feature? For e.g. a beauty blog wrote a post on one of our product? Aside from Unique Visitors or Pageviews, what measurement is there?

Any help or idea is more than welcoming!!

Thanks, thanks!!

Marie




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RESPONSES

  • Posted by koen.h.pauwels on 3/18/2009 at 6:06 AM Accepted
    Hi Marie,

    Tough questions...but important to address.
    You are right to go beyond the ad rate of the publication; this is typically overstating the actual value of PR according to the managers I worked with.

    Instead, metrics leaders use several methods to approximate the value. Ultimately, this value is how much more money your company/brand is making, so it is important to identify how and where in the purchase funnel the PR is expected to make a difference:

    a) if it is first-time awareness, what would prospects do after exposure? if it is eg going to your website, the increase in website visitors is a great start

    b) if it is goodwill/preference, which measure of conversion would be affected by PR?
    ....

    Without the above exercise, I would not know whether a company or a product feature is worth more to your company, nor whether the size matters...

    Finally, as for the tone, there are two camps out there: (1) those that believe any publicity is good publicity (some research found no significant difference in the effect of a negative versus a positive comment!) and (2) those that believe negative comments hurt you a lot more than positive comments help. I believe your scale is on the right track: a neutral article is worth almost as much as a slightly positive one.
  • Posted by koen.h.pauwels on 3/19/2009 at 8:33 AM Member
    Hi Marie,

    I sympathize with the difficulty of measurement...and can give you no fast answers in the absence of the exercise I mentioned. If that is too involved though, you can and should ask your customers where they heard about you. Even if some memory biases slip in, this will give you some idea about the value of PR...

    Koen
  • Posted by Jay Hamilton-Roth on 3/19/2009 at 9:28 AM Accepted
    Here are some resources to get your going:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=13498
    https://blog.schubert.com/2007/06/11/the-real-roi-of-public-relations/
    https://www.newsengine.be/documents/roi.xml?lang=en
    https://www.vocus.com/wmtroiwp/index.asp?cid_em0109plwmtroiwp
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