Measurement, measurement, measurement… the PR world enjoys beating itself up over how PR results should be analysed and reported.
AVE has been getting a particularly heavy slagging of late, yet it’s still popular with some of our clients, not least because it’s a relatively simple and inexpensive way of measuring media relations results.
AVE’s in the firing line because, with its focus on media relations coverage rather than broader engagement, it’s seen as being increasingly irrelevant to the modern word of PR. Nor is it a standardized calculation, causing misunderstanding and confusion, though standardization isn’t beyond the wit of man, or the CIPR!
Then there’s the issue of AVE failing to address the quality of the PR coverage it actually measures. After all, what’s the point of generating lots of mediocre or negative coverage?
Because of these concerns, attention is shifting away from AVE and towards impressions. However, ‘impressions’ do not necessarily generate understanding and engagement. PR agencies often add multipliers to their impressions results too, confusing things further still.
So some PR people have suggested ROI should be the key focus instead. Yet results from PR campaigns can last for many years, and does a simple ROI calculation capture the PR value of brand and reputation improvements?
Here at the Word Waiter we offer all-inclusive reporting with every campaign covering:
We list all the media outlets that have featured your campaign, including circulation figures.
We grade media coverage with a star rating, so clients can understand the quality of their media coverage in terms of message delivery, length, position, and other such quality indicators.
We analyze reader engagement with your coverage, where relevant. These days we use digital platforms to track many of the digital clicks a campaign inspires.
And we’re always happy to discuss more sophisticated ways of measuring engagement, reputation and brand impacts, if you want to move the focus away from volume metrics. Contact our PR experts to find out more.