How can you tell?

Generating buzz and creating affinity towards a brand is difficult, if not impossible to measure.

But we all know it is a 'show me the money' mentality out there - hard numbers which show how the PR helps the specific organizational and project goals.

It is becoming a given that in pitching for business (particularly in retail food and beverage) the PR team will provide their own KPIs and measures of success for the prior approval of the client/department before the budget is agreed!

So what to measure? Here at Media Proof we have a whole range of tools and depending upon what the client requires, each measurement can give an increasingly in-depth and rich analysis of PR.

• Name mention - identify all of the relevant name mentions within each media item and assign a share of voice to each
  
  
• Message -identify as many key messages present in each media item as requested (typically up to 10)
  
  
• Journalist - the name of the journalist for any by-lined items can be identified
  
  
• Named individuals - if required, track any mention of named individuals or spokespeople or celebrities
  
  
• Project, campaign or press release - if required, associate each media item with the appropriate project, campaign or press release with which it is associated
  
  
• Size/duration - measure only the parts of each media item that is relevant to ensure that the real advertising values are accurate
  
  
• Favourability - measure from very favourable to very unfavourable on a sensitive scale.

All of the above give much more detail and richness to your evaluation. Usual values such as Opportunities to See (OTS) and Advertising Value Equivalent (AVE), which you find in the simple automated evaluation offered by clipping agencies are also part of our tool box, but we can also add measurement that includes broadcast and social media values - so direct comparisons are available.

In one place, you can find all the evaluation tools you need to measure across all media types.

For a general discussion of media evaluation tools or demonstration of the full i-solutions package please contact Dave Garner on 01206 297107.