KPIs: Measure the Success
of Your PR and Communication Strategy
If you would like to know how your communication strategy has been working out so far, there is one thing you cannot avoid—key figures. They define the value of your PR campaign and serve as a foundation for every professional social media monitoring and media analysis service. With this in mind, we have compiled a list of the most relevant analysis figures and KPIs.
The AVE quantifies the equivalent amount in euros that would have to be paid for an ad if it were to replace the editorial content. The AVE for a print article is normally calculated based on the ad rate and the size of the area in cm² occupied by the article. In case of an online article it is calculated based on the number of visits and the thousand-contact price (TCP) for a full banner (468x60 pixels). The figure for radio and TV broadcasts is calculated based on the advertising price per second depending on the time frame of the broadcast (time of day/day of week). It is also possible to calculate a weighted AVE value based on certain analysis criteria.
Number of posts on the social web. Not to be confused with ‘buzzwords’ which help to achieve the highest possible degree of attention or special consideration (keywords).
This figure reveals how many articles, in relation to the overall media coverage, can be traced back to PR work (press releases, events, interviews, guest contributions, etc.) within the evaluation period. A high initiative quotient equals successful PR work.
A quotient comprised of user interaction numbers and the reach of the corporate social media channels - how successful have you been in mobilizing your own community for active participation.
The acceptance level of media coverage is calculated based on the average level of acceptance in the media (aka tonality or sentiment). Prior to determining this value every article has to be evaluated on a scale of three or five, depending on the requirements.
Media Impact refers to traditional media and describes the relevance of a medium. It is calculated based on media type, printed circulation and distributed circulation. Different media types are correlated with each other and with individual media sources within a media type.
Our Media Reputation Score combines the figures of presence and media acceptance within the context of a certain topic which is relevant to the reputation of the company. These ‘reputation dimensions’ have been scientifically tested and can be rated based on specific requirements and goals. The overall score and the partial scores provide an effective management tool for PR work during long-term analysis projects.
This figure indicates the relationship between positive and negative opinions or reviews on the social web - how often are the products being recommended or negatively reviewed?
Positive % - Negative % = Net Promoter score
In print media the printed circulation figure indicates the number of printed copies. The distributed circulation, on the other hand, refers to the number of copies that have actually been circulated. This includes the retail numbers, subscriptions as well as free copies. By default, we use the distributed circulation figure to measure the reach of a print medium.
The tonality of articles - what mood is being projected in the media and/or the social web?
The distribution of Buzz (number of posts) on various social media channels.
The share of mentions of your company, your brand and your product in comparison with the competition. It serves as a benchmark for your brand presence and reveals how strongly you dominate the discussion in your industry. In a Benchmark Analysis the Share of Voice (aka Share of Discussion) is calculated based on the proportionate media coverage of a company in relation to the industry sector average.
This is one of the most important success metrics in social media marketing and especially in influencer marketing. In times of purchased followers, fake accounts and bots the only way to measure the real success of social media campaigns and the impact of influencers is the correlation of interactions, e.g. likes, comments, replies, and the actual connection with public.
Estimates the potential reach of an article, for example, in terms of followers, fans or subscribers.
In print media the strategic reach figure shows how many readers a certain medium can actually reach: the presumption here is that one printed copy is normally read by several people. In online media the figure is based on the number of visits which does have to be converted from monthly to daily values first.
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