LexisNexis: Valuable PR Combines Qualitative, Quantitative Successes Checking to see how many people are seeing your PR messages is probably one of the first and most important metrics adopted to check once a story you've pitched reaches the masses.as an initial tool, this works fine, however to determining the success of a campaign based on this tool is a bit premature, until you've determined whether the right people got the message. Unless the media monitoring intelligence tool identifies that thequality of coverage is good - with a trusted news source bringing a message to people who could potentially become your customers - the amount doesn't matter. Continuing with the same argument, in a bid to achieve high-quality messaging it isn’t essentially based on the need that the same should be conducted at the expense of wide outreach. As an effective media intelligence solution, what matters is the optimum combination of qualitative and quantitative metrics – a calculus that will help determine whether your ideas are getting through.
The modern standard When finding ways and means to measure the PR investment, a good starting point is definitely the Association for the Measurement and Evaluation and Communication's Barcelona Principles, in addition to their more recent framework models. The importance of
combining quality and quantity of coverage and attention is referred to in these principles. This foundational document is a good place to start when considering the different elements that lead to measurable and solid return on your PR investment. Summarily, to gain media intelligence as regards the success of the campaign, it is necessary to make measurements that balance both the amount of impressions a story brings in and whether the campaign did reach the target audience. The Principles urge the PR department to adopt a balanced approach when it comes to working with media insights. Formulas to explain the value of PR should also give precedence to media sources that are considered credible and have a tone that fits with the kind of message the brand hopes to deliver.
Media campaigns can go either way and hence the onus lies on the PR Department to conduct an honest appraisal of the campaign. An effective media monitoring intelligence is highly recommended to determine whether the quality of media has been a help or a hindrance to spreading a brand's messaging. As long as brands consider the importance of credible and relevant media outlets very early in a campaign, they can focus hard on these particular channels. What
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In addition to all that calculus, you should also be aware of the many smaller trends that provide significant indication to the overall acceptance of the campaign. To determine the relevance and overall quality of earned media and public relations today, working with media insights drawn from such smaller trends cannot be ignored. In today's media landscape, there are a wide array of channels and not just hovering between one legacy outlet and another. Campaigns can also turn to influential individuals or alternative channels. Leveraging Media assessment tools will help in identifying the relative usefulness of each of these new categories. The significance of thesealternate channels have also been mentioned by Business 2 Community contributor Wendy Marx. It has been noticed that with the PR Professionals acting as the go-between, influencer relationships are on the rise, while the marketing department takes a back seat. In the times of fake news, as a media intelligence solution,legacy media channels are struggling to save their value as they put a greater focus on accuracy and reporting factual statements. This may burnish these outlets' relevance but, according to Marx, PR teams have to meet journalists halfway and provide them with plenty of verifiable facts. Business 2 Community contributor, Sally Falkow opines that the value of mass media coverage is at its lowest when confidence in the news sinks, particularly now when this era is marked by malicious stories and intentionally seeded distrust.Consequently, to determine the success of the campaign, it is essential to account for such an adjustment as part of a brand's calculus and then adjudge the campaign’s impact upon the target audience. Consider the source PR Teams should keep in mind the extremely close relationship between quality and quantity of media placement. The task of unraveling the relative value of each is part of media intelligence andone of the keys to determining PR ROI. It is imperative to ensure that while keeping an eye on the story is essential to determine its impact, one cannot disregard the importance of checking the source's relevance. Ignoring these aspects may ultimately disappoint the PR Teams while assessing the campaign's eventual results. This rule also applies to those departments that land high-quality coverage that no one reads.