Making the Case For Weighted Media Cost


â–¶ Answer to AVE: A new white paper issued by the Institute for Public Relations, “New Paradigm for Media Analysis: Weighted Media Cost” (by Angela Jeffrey, Bruce Jeffries-Fox and Brad L. Rawlins) presents research that demonstrates the increased clarity of correlation between media coverage and business outcomes when media cost data is factored in.

The authors define “weighted media cost” as “utilizing the cost of media to the broadcast time or print/Internet space occupied by a client as an objective market proxy number for comparative analysis against historical performance, against objectives, or against competitors.” Some of the findings include:

• Using audience impressions to gauge campaign effectiveness is sometimes more accurate than story counts when correlating to business outcomes;

• The cost of media space and time (weighted media cost) provides a useful evaluation of the news medium itself in which a story resides, similar to the way the cost of real estate impacts the overall value of a house; and,

• When comparing media coverage to business results, weighted media cost further refined by qualitative factors such as tonality is a better indicator of that relationship than other popular data points.

(Look for more on weighted media cost in the Feb. 15 issue of PR News. )

Source: Institute for Public Relations




Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.