Are you measuring PR right in 2020?
There are some marketers who do not understand what public relations (PR) is, and believe it to be like advertising. This misconception was frequently carried over to some PR practitioners who equated media coverage and measurement to be the same as advertising expenditure. For example, in pre-Barcelona days, some people measured a piece of media coverage based on what the “equivalent” of advertising would have been. So if a client received a full-page newspaper feature coverage, the PR practitioner may then equate such a coverage with an “advertising value equivalence (AVE)” of a full-page newspaper advertisement cost. Some PR practitioners even multiply the AVE several times, claiming that the AVE should be many times that of the advertising cost, as an unbiased editorial coverage should have higher value compared to paid advertising (this is TRUE, but the measurement is arbituary).
What are AMEC Barcelona Principles 3.0 in a nutshell?
- AVE is NOT valid measurement
- Essential to set GOALS for measurement
- Measurement and Evaluation should show OUTCOMES and IMPACT
- Identify WHO are the stakeholders of outcomes and impacts (organizational and societal)
- Both QUALITATIVE (how good, or bad) and QUANTITATIVE (how many)
- Measure ONLINE and OFFLINE channels
- Measure and evaluate INTEGRITY and TRANSPARENCY
We have been using AMEC Barcelona-compliant media coverage reporting tools since years back. If you want your PR and media coverage to make sense in a contemporary manner, talk to us!
Learn more about what we can do for you today!