Din http://www.marketing-metrics-made-simple.com/pr-metrics.

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1. Marketing and PR metrics
Two types of metrics are used:
-

navigational (help you navigate your PR campaign or general marketing

program towards general profitability, without measuring or evaluating this
profitability)

evaluative (help you measure the real efficiency of your campaign, showing how
your (PR) objectives were actually reached)

2. Examples of marketing / PR metrics, with the appropriate tools:

What you did (ad placements/media coverage). They are NAVIGATIONAL
1. Metrics
Reach
Frequency
Gross Rating Points
Target Rating Points
Impressions
Cost per Thousand
Cost per Point
Number of Clips
Media Impressions
Accuracy of Coverage
Advertising Value Equivalency
2. Tools
Content Analysis
What they perceived or thought (mental states for intended targets). They are
NAVIGATIONAL
1. Metrics
Awareness
Engagement
Understanding
Belief
Favor
2. Tools
Burke Test
Starch Tests
Tracking Eye Movements
Message Testing

Editorial Survey
What they actually did (real behavior). They are EVALUATIVE
1. Metrics
Asked for more information
Subscribed
Renewed a subscription
Purchased
Increased the amount of purchase
Increased the frequency of purchase
Referred
Testified
Volunteered
Sponsored
Avoided an adverse behavior; e.g., didn't boycott
Changed attitude
Improved perceived image etc.
2. Tools
Readership Survey
Public Survey
Reverse Tracking (reasons for selecting a brand, after selection)
Isolation (test in an isolated store/community)
Classical Tracking; e.g., clicks, leads, coupons, buys
A-B Split
Rotation
Observation (sometimes)
Various quantitative researches, mainly surveys
Popular PR Metrics
There are five popular PR metrics. These measurements help you analyze the media
coverage that your public relations program stimulated.
These are navigational metrics. They can help you navigate your program in the general
direction of higher profitability. Navigational metrics can't actually do anything
toward measuring your profitability, but evaluative metrics can.
Here are brief descriptions of the five metrics, with links to detailed descriptions.
Clip Counting
The one measurement technique that is used by almost all PR people, on both the
corporate side and the agency side, is Clip Counting. This consists of watching for and
gathering all the media coverage relative to the company (or client) and summarizing it in
some way, usually including a statement of the number of stories and mentions, and often
an overall description of the total coverage.

Usually, this information, along with copies of some or all of the clips, is packaged into a
monthly or quarterly report to senior management. For more detail, including strengths
and weaknesses, see Clip Counting.
Media Impressions
In addition to clip counting, many PR people tote up Media Impressions (analogous
to impressions in advertising). In other words, the PR people do a simple calculation of
how many people were theoretically reached by the media coverage, via any print or
electronic outlet.
I say "theoretically" because, just as in advertising impressions, this metric counts a lot of
people who did not actually read the coverage (and people who did not even glance at the
magazine page where the coverage appeared, or even at that issue of the magazine).
It also counts a lot of people who were out of earshot when the coverage was on the radio
or television.
See Media Impressions for more detail, including strengths and weaknesses.
Accuracy of Coverage
Accuracy of Coverage goes a step further than Clip Counting and Media Impressions; it
considers not only the quantity of media coverage but also the quality. See Accuracy of
Coverage for details, including strengths and weaknesses.
Content Analysis
Content Analysis drills even deeper than Accuracy of Coverage; it identifies issues and
messages and often includes rich detail. It produces reports that can capture the attention
of senior management (or a client) and can spark discussions of PR strategy and longterm PR goals. In part for these reasons, it is a popular tool among PR people. For details,
seeContent Analysis.
Advertising Value Equivalency (AVE)
This is a very controversial metric; it is an attempt, in good faith or otherwise, to put a
dollar value on media coverage. Although it appears to be an evaluative metric (it
"measures" PR in dollars), the dollar-denominated calculations have nothing to do with
profitability, and can confuse senior managers who are not familiar with marketing
metrics. See Advertising Value Equivalency (AVE) for more detail, including strengths
and weaknesses.
That completes the summary of the five popular PR Metrics. For a complete list of all
metrics mentioned on this web site, see the List of Metrics and Tools. It shows which
are navigational and which are evaluative.

Din: http://mashable.com/2014/08/21/pr-vanitymetrics/
How to Shift PR From Vanity Metrics to Value-Driven
Measurement
This article is part of SWOT Team, a new series on Mashable that features insights from leaders
in marketing, brand-building and public relations.
Vanity, to any degree, is typically a substitute for things (or people) that lack true substance.
The truth is, in our modern, self-obsessed culture, we all suffer from some level of vanity but
beyond a certain threshold, it shifts from tolerable to destructive.
We've all heard stories of the stereotypical wealthy playboy who invests in nightclubs in Miami,
L.A., New York, and St. Tropez to bolster his image and access to lines of stilettoed girls. These
"vanity businesses" as they are often referred to propagate one's intent to derive value from
things upon which, outside their own self-generated bubble, are meaningless.
PR, I'm afraid, has inadvertently fallen into the pattern of the archetypal wealthy playboy. Not
entirely by its own fault, but because like the playboy PR seemingly doesn't have any viable
alternatives.
For years, the industry in aggregate has struggled to prove its value, lagging behind in
technological innovation at least from a quantitative standpoint. The very fact that PR exists
and commands budgets is repulsive to some; therefore even proponents of PR often meet it with
suspicion and skepticism.
Can't live with it, can't live without it.
To assuage PRs reputation as a profession that lacks any measurable merit, we have been
forced to construct a non-automated, yet systematic approach to customizing data. This will help
PR professionals defend our seat at the marketing table.
So, what are the current "vanity metrics," and how can we think about the value of PR in a
different way that will provide long-term benefits? Read on.

Impressions are everything ... or are

they?

Lets say, for sake of example, that every day I walk by one hundred men on the street. They look
me up and down but never say a word; they just mosey on by. "Wow!" I may think. "I've made
quite an impression on those men, perhaps one of them will turn round, come up to me, ask for
my number, take me on a date, then marry me."
Now, I'm not completely incapable of romantic fantasy, but this is highly unlikely. If you were my
friend, you'd tell me that I was out of my mind, and that I need to get a grip.
Im sorry to be the bearer of bad fantasyland news, but in the world of PR, 5 billion eyeballs
scanning a headline of your very sexy press release doesn't actually have any measurable
impact. Its a nice-big-fat-juicy-number, but it will not map to insights about your PR activities; and
it will not enable you to make better decisions about the brand you represent.
What to measure: Map traffic to your website directly attributed to PR activities. It will be a much
lower number than the impression number, but will give you a more accurate depiction of your
key audience segments interest in your brand.

He HITS on you; then he leaves

Lets continue with the playboy analogy, shall we?
The playboy is masterful at the pursuit and sealing the short-term deal. Much like a media "hit,"
he spikes, then falls to a low, incapable of stomaching a meaningful outcome; because hes
relatively useless beyond the climax.
As one of my favorite PR measurement gurus, Katie Delahaye Paine, so aptly states: HITS are
How Idiots Track Success.
Media placements are the result of extremely hard work, to be sure but are not an end in and
of themselves.
What to measure: Observe how the audience is engaging with the media placement and
whether or not it drives them to take any specific interactions on your digital properties: social
shares, blog sign ups, whitepaper downloads, demo requests.

Beyond lip service

Share of Voice (the percentage of all online content and conversations about your company,
compared against those of your competitors), is a term I hear regularly in meetings with CMOs
during discussions of success metrics. In essence, it has become the panacea to a dearth of
data-driven PR metrics.

The caveat of using Share of Voice as a proxy for PR measurement?

For starters, it's impossible to manually track all of the online content and conversations without
sophisticated machine learning, data mining and natural language processing (NLP) technology.
So what youre left with is likely 25-30% accuracy (thats probably a high estimate) around those
results when it comes to what really moves the needle for your business.
Second, going back to this idea of vanity, it matters less how much share of the industry voice you
have, and more about the quality of the voice and whether or not your key constituents are
understanding what it is you have to say.
In other words, brands are best served to see the gaps in coverage against their competitors, so
they know how and where to insert themselves in meaningful ways, with messages proven to be
effective. Yes, its important to be part of the conversation but if it's a useless conversation
about things that dont have impact on your bottom line or topics already under discussion, then
its just noise. Brands should strive to control the message, not react to the messages of others.
What to measure: Track the key messages for your brand and see how the media are placing
them in news articles, blog posts, etc. Then, continue to track these key messages across social
channels to understand which ones are resonating or sticking with core audience segments: the
ones who will actually buy your products or services.

The future of value-driven measurement

I recently had an interesting conversation with Eric Savitz, a partner at Brunswick Group in San
Francisco and avid technology writer for Forbes. Says Savitz, who represents some of the biggest
brands on the planet:
Clients will always want to know how its all working. Some track success to social shares, some
are looking at byline article placements, and one of our biggest clients sees Share of Voice
against their competitors as the key metric.
The point? Even the most sophisticated companies give weight to different aspects of their PR
efforts. PR will never be a "one size fits all" solution. By nature, it requires a creative process and
extreme level of influence in order to have an impact.
But measurement for measurements sake will have little impact on PRs future as a key driver of
business. In fact, it will most likely have the adverse effect. Doing away with vanity metrics
which lack substance and serve to perpetuate the idea that you can't measure PR activities with
any real accuracy is the first step toward creating a viable framework for PR measurement.

Once the playboy is out of the picture, you've got room to pursue something tangible which
won't leave you banging your head against the proverbial wall, hoping for a better result.