Industry News - Media Relations
By Raha Naddaf, Staff Writer
PR-ROI 101: Four Keys to PR Success
Several practitioners implement PR programs without
gathering the necessary data to assess success, such
as how many sales result from one press release mention
or contributed article. According to Deborah Hamilton
of MediaMonde, there are metrics that can be used to
measure the effectiveness of public relations campaigns
in order to ensure their success. Hamilton outlines
four such metrics:
1. The "so what" test - identifying newsworthiness
2. Clip tracking - knowing when you're successful
3. Qualitative measurements - qualifying and quantifying
accomplishments
4. Placing metrics into action - now what?
Hamilton emphasizes that every communication vehicle
must produce measurable results. Public relations is
no exception. (more...)
Source: MediaMonde
Quantifying PR by Medium
A new syndicated study tracks PR impressions in much
the same way that Nielsen ratings track audience impressions.
An impression is how many people are reached by a media
exposure: the number of viewers in the case of TV, the
number of readers in print media. According to that
research, TV accounts for only 19 percent of the PR
impressions generated by the largest U.S. corporations.
By contrast, print media, especially newspapers, represent
the vast majority of stories devoted to corporate America,
according to the Delahaye Media Reputation Index. K.C.
Brown, senior VP of research at Delahaye, says the lopsided
nature of PR's media mix makes sense when one considers
how many more print media outlets there are than TV
outlets. Ironically, he points out that TV likely has
expanded its share of PR impressions due to advertising.
(more...)
Source: TelevisionWeek
PR Measurement, Research and Planning in the UK
In 1998, Metrica, a media evaluation, PR planning and
research company, carried out research among the UK's
largest companies in PR measurement, research and planning.
This research was repeated in 2002, providing unique
insight into the changes and developments that occurred
in this key part of the UK PR industry over the past
four years. The findings are based on telephone interviews
with PR management from 100 of the UK's top 1,000 companies,
carried out during spring 2002. (more...)
Source: Metrica
Delahaye's Media Compass Delivers Real-Time Media
Analysis
Delahaye's Media Compass is an enterprise portal that
delivers continuously updated news from around the world
and detailed news analysis directly to communications
executives, marketing professionals and product managers.
Media Compass captures corporate news in real-time from
more than 6,000 of the most closely followed Internet
news sites around the world. A significant feature of
Media Compass is its Media Performance Grid, which integrates
news content with in-depth analysis. The Media Performance
Grid gives viewers easy access to the level of prominence
and influence created by the media for a company, its
products, brands and service lines. (more...)
Source: Delahaye
|
