1.

Marketing and PR metrics

Two types of metrics are used:
-

navigational (help you navigate your PR campaign or general marketing

program towards general profitability, without measuring or evaluating this
profitability)

evaluative (help you measure the real efficiency of your campaign, showing how
your (PR) objectives were actually reached)

2. Examples of marketing / PR metrics, with the appropriate tools:

What you did (ad placements/media coverage). They are NAVIGATIONAL
1. Metrics
Reach
Frequency
Gross Rating Points
Target Rating Points
Impressions
Cost per Thousand
Cost per Point
Number of Clips
Media Impressions
Accuracy of Coverage
Advertising Value Equivalency
2. Tools
Content Analysis
What they perceived or thought (mental states for intended targets). They are
NAVIGATIONAL
1. Metrics
Awareness
Engagement
Understanding
Belief
Favor
2. Tools
Burke Test
Starch Tests
Tracking Eye Movements
Message Testing
Editorial Survey

What they actually did (real behavior). They are EVALUATIVE

1. Metrics
Asked for more information
Subscribed
Renewed a subscription
Purchased
Increased the amount of purchase
Increased the frequency of purchase
Referred
Testified
Volunteered
Sponsored
Avoided an adverse behavior; e.g., didn't boycott
Changed attitude
Improved perceived image etc.
2. Tools
Readership Survey
Public Survey
Reverse Tracking (reasons for selecting a brand, after selection)
Isolation (test in an isolated store/community)
Classical Tracking; e.g., clicks, leads, coupons, buys
A-B Split
Rotation
Observation (sometimes)
Various quantitative researches, mainly surveys
Three stages of analysis for PR campaigns evaluation:
-

input (MacNamara) or planning (Cutlip) (quality of what you did): quality of the
brochures, press releases etc. judged by experts, how well you selected the media,
how well you did the research etc.

output (MacNamara) or implementation (Cutlip) (what you obtained): number of

press releases sent, number of messages published, number of people who got the
messages, number of people who attended an event, etc.

results (MacNamara) or impact (Cutlip) (degree of objectives accomplishment):

number of people who actually understood your messages, number of people who
changed their attitude towards your company, number of people who repeat the
desired behavior, social and cultural change