Measure
Securing press coverage is the ultimate goal for the PR industry. As the key measure of success, it is critical to collate and present this data in a concise and powerful report that justifies PR activity within an agency or PR department. MediaMarket's bespoke solutions will help you and your team achieve this goal, allowing you to trend and compare against time or competitors.
Volume & Weight
The most basic of performance indicators, but probably still the most relied upon, Volume and Weight measurements answer the following questions:
- How many articles did the brand secure?
- How many mentions of the brand for the time period?
- How many column centimetres?
- Coverage by Media Type (Daily, Sunday, Regional, Magazine)?
- Volume by Region(Province/County/Town)?
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Value - What is my coverage worth?
In today's climate, companies must ensure that they are getting value for money for their PR strategy. Advertising Value Equivalent (AVE) measurements allows a company to assess its coverage based on the volume of editorial secured being valued against the publication advertising rate card.
MediaMarket also realise that AVE is a basic measurement and that true value of coverage is dependent on the tonality and impact of the piece. Thus, we have developed the M*AVE measurement. Based on a multiplier that recognises that positive editorial is worth more than advertising and negative coverage is worth nothing, our multiplier scale is the most accurate in the business.
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Audience Delivery
Delivering press coverage volumes is all well and good, but are your messages falling on deaf ears? Achieving coverage in the titles where your target audience is most prominent is critical, being that the media pool is ever increasing. We can measure:
- Audience Reach by publication (% of target audience or circulation)
- Frequency of the message delivery
- Track Key PR Messaging appearing in titles
- Spokesperson prominence in the press
All these measurements allow us to track the messages and issues that are prominent to your company, and even to your competitors.
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