Scorecard: Give Your Media Coverage the ‘MBA’ Test


This Media Branding Analysis (MBA) methodology, courtesy of Bill Bradley, principal at Bottom Line Communications, can be used to score the effectiveness of media coverage. The ratings are on a 1-3 scale, lowest to highest. An MBA score of 10 is a solid performance. A score of 4-10 is underperforming, and 10-15 is exceptional. Here are some guidelines:

1. Importance of media outlet

    1-low-yield outlet with marginal reach and influence

    2-recognized industry resource

    3-crossover business/trade outlet that represents a major win

2. Is the article a stand-alone piece or a roundup?

    1-roundup, with less visibility than other companies mentioned

    2-roundup with equal or greater visibility than others mentioned

    3-stand-alone coverage

3. Are your key strategic messages included?

    1-generic industry/market coverage, little or no keyword value based on strategic messaging

    2-three or more specific mentions of desired branding or strategic word or phrase

    3-focus of article is the real or potential game-changing impact of strategic messaging

4. Is the overall perception of the story positive, negative or neutral?

    1-negative but with some redeeming qualities; some damage control required

    2-overall positive with expected balance of language to remain objective

    3-suitable for framing, only minor caveats

5. What is the measurable response to the published story or article?

    1-lower than expected queries; e.g., less than 5% spike in Web, phone and/or e-mail activity

    2-encouraging response; 5%-15% spike in Web, phone and/or e-mail activity

    3-strong response; more than 15% spike in Web, phone and/or e-mail activity, and additional media 
    opportunities created from the reporting

PR News subscribers can read more about evaluating coverage in: "Five Metrics and an 'MBA' to Help Measure The Effectiveness of Media Coverage."


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150-july16
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.