Quantity & quality: PR measurement and evaluation
Our modern measurement framework gives you the intelligence you need.
You can loosely divide the process of analysis into two categories. On one hand you have ‘quality’. This takes into consideration the sector your brand works in, weighing this up with the status of the platform that has given your brand attention— including newspapers, magazines and websites; and the influence of the person who actually produced the content.
None of which is to say that ‘quantity’ can be ignored. A company that produces professional microscopes might be best off with a name drop in a prominent science journal— read by people who work in and around labs. That audience is the target market.
A foreign language movie primarily made up of silent, black and white scenes in a sparse kitchen will likely benefit most from a review in the British Film Institute’s Sight & Sound, not a national red top. By comparison, a fashion brand with a new line in festival wellies wants a daily newspaper.
More specifically still, measurement and evaluation of media hits must take into account the quality of the person who produced the content. A good PR agency understands that a high-profile columnist or critic can add plenty of impact to the coverage.
And when it comes to digital PR, we create stories that are strong enough to hit a high quantity of high quality sites.