Intelligence Convergence: Measurement’s New Frontier

Media measurement and analysis may have been borne out of the concept of counting clips but, especially in this increasingly fragmented media landscape, painting a complete picture of your organization's reputation among each stakeholder group requires a far more complex combination of information. Patrick McCrummen, principal of the McCrummen Group, refers to this overall picture as "intelligence convergence," and he identifies the following two components:

  • Institutional Measures: Important reputational attributes measured against benchmarks over time.

  • Visibility Measures: Positive or negative brand impressions measured against sales and marketing data to improve ROI calculations.

Once they have this information, according to McCrummen, communications professionals can approach convergence, which is "layering data from multiple sources for a complete intelligence picture of public impression and expectation of your company."

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

prmeasurement2015-180x150Join PR News at the Hyatt Regency in Chicago on Nov. 18 for the Measurement Conference, where you'll learn how to focus on measurable media relations, social media reputation-enhancing and crisis management programs that clearly affect your organization's bottom line.

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

Get $50 off PR News' Crisis Management Guidebook


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



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.