In print media, the printed circulation indicates the number of copies produced. In contrast, the distributed circulation refers to the copies put into circulation. This includes not only sales through retail and subscriptions but also free distribution. By default, we use the distributed circulation as a reach metric for print media.

Refers to the volume of contributions from various media channels. Not to be confused with buzzwords, which aim to generate particularly high attention or special notice (keywords).

Audience Buzz: Audience Buzz captures the volume and content of conversations initiated by the community or audience on their own social media channels.

Owner Buzz: Owner Buzz refers to the volume of conversations directly originating from one's official channels. This includes all content posted by the brand owner, including all community reactions (engagement).

Number of all visual contacts with a post - even multiple times by the same person.

Example: If a person sees a post 3 times, that's 3 impressions.

Significance: Shows the theoretical visibility of a post, not the actual attention.

General: Total number of media contacts achieved - including possible multiple contacts per person (e.g., readers per issue, visits per day). Used to categorize media visibility.

In print media reach indicates how many readers are actually reached by a medium. The basic assumption is that each copy is usually read by multiple readers per issue (LpA). pressrelations uses the certified values from AG.MA and AWA (Allensbach Media Analysis) or other certified sources for reach.

In online media and blogs, the visits, which show monthly accesses, are broken down to the day (by dividing them by 30). For some large blog providers (wordpress.com, wordpress.org, blogspot.com, and blogger.com), information is typically not available.

In social media sources the numbers for followers (or fans/subscribers) of a channel form the basis for reach calculation. This constitutes the "potential reach". The value is not available for all channels (e.g., not in forums).

General: Number of unique individuals who have come into contact with a post, excluding multiple contacts. The gross reach (total number of all contacts, including multiple contacts) is used as the starting point to calculate the net reach (print: readers per issue, RTV: average number of contacts per viewer/listener, online: unique users, social media: engagement factor, impressions/views, organic reach rate).

In social media: Estimated net reach based on engagement: Likes, comments, and shares come from active users and allow conclusions about the actual visibility of a post. Using typical engagement rates (e.g., 5%), a reach estimate can be derived from the number of reactions.

Since impressions or views are not publicly available for all posts or platforms, we only use them where they are accessible via APIs or corporate accounts. For earned posts, we rely on engagement-based estimation.

To avoid rating posts with low engagement as "0 reach," we also include the platform's average organic reach rate (ORR) - that is the proportion of followers who regularly see content without interaction. This ORR-based reach is considered as minimum reach if it is higher than the engagement-based estimate.

Distribution of buzz (contribution volume) across different media channels.

Share of mentions of your company, brand, or product compared to the competition. This serves as a measure of your brand presence and indicates how strongly you dominate the conversation in your industry. In benchmark analyses, the share of voice (also: share of discussion) is calculated from the proportional coverage of a company in relation to the industry average.

The number of contributions or the reach is recorded, optionally differentiated by tonality or exclusive mention.

Unique User (UU), sometimes called Unique Visitors, refers to the number of people who have visited a website during a specific period. Unlike visits, this only counts the number of users during a period, not the total number of views. Typically, UUs are reported on a monthly basis.

Views show how often a post or video was displayed to users - that is, how many visual contacts it achieved. Depending on the platform, the counting method varies slightly; however, the metric generally measures pure visibility, without interactions like likes or comments.

Visits show the number of accesses per month to a website with the call of one or more individual pages (page impressions).

Share of coverage in previously defined, relevant media brands or media types (e.g., regional, economic, or industry media). Often referred to as penetration rate.

The acceptance level of coverage is calculated from the average media acceptance (also: tonality or sentiment). Each contribution is assessed in advance according to agreement on a 3 or 5-point scale.

Share of contributions in which the central messages of your company were fully or partially adopted. Shows whether the communication was understood in content.

Interactions on social networks are referred to as likes, reactions, comments, and shares.

The exclusivity degree measures how dominant your company appears in a post (e.g., exclusive/focus, peripheral reports, mentions). A high value indicates strong presence and visibility.

Measures the ratio of positive to negative reporting. Shows how favorably or critically the company is portrayed in the media.

The initiative quotient indicates how many contributions, in relation to the total reporting, can clearly be attributed to the media activities (press releases, events, interviews, guest articles, etc.) of the company being analyzed. A high initiative quotient reflects successful media work.

The Net Promoter Score is comparable to the image balance: An NPS describes the ratio of positive and negative opinions or reviews on the social web – To what extent are products recommended or negatively rated? Positive% - Negative % = Net Promoter Score

The own-voice share measures the proportion of your own quotes/statements in the total reporting. A high share indicates an active and controlled communication role.

Share of reporting on prioritized, strategic topics of your company. Allows targeted management of the topic agenda or topic architecture.

The tone of contributions shows the mood that emerges in the media. Also often called sentiment. Different scales can be used – a common one is from -1 (negative) to +1 (positive).

Weighting of the traditional Advertising Value Equivalency (AVE) with quantitative and qualitative factors such as placement, proportional extent, tone.

Quotient of user interaction and reach of the company's own social media channel – How well has the community been mobilized for active participation?

Media impact refers to traditional media and describes the relevance of a medium. Media impact is calculated from factors such as media type, circulation, and distribution. Different media types and individual media within a media type are correlated with each other.

The term "Media Impact Score" refers to the measurement of the potential impact of media content on the public or target groups. This score helps communication professionals analyze and assess the success of their communication. The score consolidates various quantitative and qualitative factors, such as the number of media mentions, the reach of reporting, or interactions in social media. The value is calculated on a point scale, thereby aggregating a variety of metrics into a unified score per contribution.

Collected within the framework of reputation analyses based on various dimensions to represent the perception and reputation of a brand, company, or person as a single value. The score consolidates the metrics presence and media acceptance in the reputationally relevant topics for a company. These "reputation dimensions" are scientifically based and can be weighted according to individual requirements and objectives. Through the overall score and the sub-scores, an effective management tool for media work is available in long-term analysis projects.

The Social Impact Score evaluates the influence of opinion leaders based on their degree of connectivity.