The Growing Link Between Media Coverage And Business Outcomes

By Angela Jeffrey My last PR News Tip Sheet (May 25) shared some simple proof-of-performance metrics to make the reporting of your own media coverage results at least somewhat meaningful. However, as I then pointed out, it is difficult to relate media coverage back to business outcomes without taking competitive coverage into consideration. Why? Because we have now conducted almost 170 studies using more than 10 million clips on clients ranging from major pharmaceuticals and packaged-goods companies to small nonprofit colleges, and we have learned what matters is the competitive distance between your firm and its competitors. Specifically, the key metric is "share of discussion," defined as "the quantity and quality of your firm's unpaid media compared to that of its competitors.

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