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Measuring Integrated Communications Efforts: A Sampling of Efficiency Measures
March 3, 2008
| A Sampling of Efficiency Measures |
| Metric |
Examples |
How to Calculate |
| For Comparing Against Others |
Share of Discussion |
Compare the Quality and Quantity of your media coverage to that of your competitors. Best metric to use is Media Value refined by Slant and Prominence. Plot results on graph and compare against outcome metrics. Correlations are seen in a very high percentage of studies. |
| Share of Mind |
Compare mentions or clip counts for each competitor. |
| For Measuring Against Yourself |
ROI: Result Divided by Cost |
Result = some contribution to the outcome desired, like queries, leads, new customers. Cost = whatever it took to generate the result. |
| Cost-per-Impression |
Divide total positive + neutral impressions generated by cost of campaign or PR department and compare to paid-media costs, or against time, objectives or competitors. Divide impressions numbers by 1,000 to get cost-per-thousand, which is commonly used for advertising efficiency. |
| Cost-per-Media Value Ratio |
Divide positive + neutral Media Value totals by cost of campaign or PR department and compare as above. A ratio of 1 means you're no more efficient than buying media. |
| Cost-per-Message |
Divide total messages obtained by costs, or segment out individual messages and allocate costs to each. |
| Blog Conversation Index |
Divide number of your posts by comments + trackbacks. Number should be less than 1 if your blog is effective. |
| Return on Impressions |
Rate each article by a point score based on goals, and multiply by positive impressions. An article would score high if it was in a target publication, had a key message, was positive, and had prominent placement. |
| Return on Earned Media |
Rate each article by a point score based on goals, and multiply by positive impressions. An article would score high if it was in a target publication, had a key message, was positive, and the client was prominent. |
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Source: VMS, David Kistle and Jack Bergin, Katie Paine, and Ketchum ROI Lab
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PR News Webinar:
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May 21, 2008
Media Training Workshop
June 11, 2008
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May 15 - IABC Business Writing Conference
May 16 - Call for Entry - PR News Platinum PR Awards
May 16 - Platinum PR Awards
May 18 - PRSA Counselors Academy Spring Conference
Calendar
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