measuring the unmeasureable ragan 0517
Post on 22-Mar-2017
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Gene King, APR
Director Global Media Relations
& Corporate Communications
@geneaking
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How to move from outputs to outcomes to get more actionable metrics insights
Acronyms of measurement (AVE, SOV, AQS, and KPI) and their value for your bottom line
Media relations measurement tips and tricks for small teams with tight budgets
How to use analytics to create content that engages and attracts clients
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Awareness of products/services
Engagement metrics of views, shares, time on page
Clicks as referrals within your site
Client conversions
Lead generation
Year-round/seasonal engagement
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4 Ps ◦ Product
◦ Price
◦ Placement
◦ Promotion
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4 Cs ◦ Consumer
◦ Cost to Consumer
◦ Channel
◦ Communications (2 way)
S
M
A
R
T
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Specific
Measureable
Achievable
Realistic
Time-bound
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Press Release
Interview/Hit
Blog Post
Community Event
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Reach, Pick Ups
Reach, Message Penetration, CTA
Engagement, Shares, ToP
Engagement, Leads
Business Outcomes ◦ New Clients ◦ Client Retention ◦ New Product Awareness
Reputation Drivers ◦ Trusted Partner ◦ Expertise ◦ Innovative
Associate Engagement 10
Reach and Audience
Type of Mention ◦ Feature, Round Up, Brief, Tone
Prominence ◦ Headline, Sole Source
Spokesperson
Message Inclusion
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Tier 1: National: 25 points
◦ National daily newspapers and wire services
◦ National websites with more than 1.5 million uvm
◦ National weekly magazine
◦ National long lead magazines
◦ National broadcast
Tier 2: 20 points
◦ Local outlets in the top DMA markets
◦ Influencer publications and trades
◦ Third party contribution/publication
◦ Influential blogs (uvm > 50,0000 i.e. Mashable, SavvySugar, etc.)
Tier 3: 15 points
◦ Local online, TV and radio
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Feature story 15 points
Industry story – no competitors 10 points
Industry story – competitors 7 points
Brief mention 5 points
Negative feature story -15 points
Negative industry story – no competitors -10 points
Negative industry story – competitors -7 points
Negative brief mention -5 points
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Only your company in headline and/or lede - 10 pts
Your company and competitor in headline and/or lede - 5 pts
Only competitor in headline and/or lede – neg 10 pts
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Positive third-party or executive/spokesperson quote or paraphrase about company - 15 pts
Company executive/spokesperson quoted or paraphrased (no competitor quotes) - 10 pts
Both company and competitor executives/spokespersons quoted - 5 pts
Negative third-party or executive/spokesperson quote or paraphrase– neg 15 pts
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Positive Message
One message - 10 points
Two messages - 15 points
Three messages - 25 points
Four or more messages - 35 points
Negative Messages
One negative message – neg 10 pts
Two negative messages - neg15 points
Three negative messages – neg 25 points
Four or more negative messages – neg 35 points
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http://www.montgomeryadvertiser.com/story/news/local/2016/04/24/cops-
raise-thousands-special-olympics/83474210/
Tier
15 Pts
+
Type
15 pts
+
Prominence
7 pts
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Track
Measure
Report
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Track
Measure
Report
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Tactics
Goals
Results
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Preseason
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0
50000
100000
150000
200000
250000
300000
1 2 3
Media Hits
Newsroom
Tax season
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
1 2 3
Media Hits
Newsroom
Summer
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0
10000
20000
30000
40000
50000
60000
70000
80000
90000
1 2 3
Media Hits
Newsroom
25
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Brand reputation rated “highly”
0
20
40
60
40
45
50
55
Trustworthiness Ethical & Transparent
75
80
85
90
95
100
May June July August Sept. Oct. Nov. Dec. Jan. Feb. March April
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Positive+Neutral Tone of Media Coverage
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50% of Switch to Block media mentions included SwitchToBlock email.
Switch To Block post on newsroom was No. 1 most viewed in history. Almost 45,000 views
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Sept
'14
Oct
'14
Nov
'14
Dec
'14
Jan
'15
Feb
'15
Mar
'15
Apr
'15
May
'15
Jun
'15
Jul '15 Aug
'15
Sept
'15
Oct
'15
Nov
'15
Dec
'15
Jan
'16
Feb
'16
Mar
'16
Apr
'16*
Newsroom Views/Google Search
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Gene King, APR
Director Global Media Relations
& Corporate Communications
@geneaking
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