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' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

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

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.