Measuring Public Relations: Words count

CONTENT. How it is said and what is said both count for a lot!

In the long haul, these measurements can be tracked for a specific reporter and media outlet.

1. Editorial tone. Positive, negative or neutral? Subliminal?

By analyzing news coverage for the reporter's editorial tone, it can be helpful to see how the company, event, activity, government, agency, etc. is portrayed in the media. This seemingly small point can be crucial to setting the pace for the future successes for a sales and marketing team, their strategy, opportunities and challenges.

2. The words. Story content measurement and evaluation looks at:

• Subject covered;
• Summary of story;
• Story type (positive, negative, neutral); and
• Strategic messages.

3. Exponential marketing. Key to opening more and bigger doors. Often monitored through other marketing and sales opportunities.

• Identification: How did the story explain a mission, use or even a brand? Was it clear?
• Attributes: What benefits did the news story describe? How is the media mention helpful to the untimate key public...the end user defined in the sales and marketing plan?
• Differentiation: Was a competitor mentioned? If so, were the differences clear? Was the story part of a universal type of story or was it meant to be a feature story on your business?
• Endorsement: Was there evidence to support of the issue, product, service, company or event? Were the benefits stated? Were the whys answered? Was there a nod or smile from the reporter?
• Call to Action: Was followup information included (i.e. for more information) such as an email address, Web site, phone number, address?

These can all be easily measured (a mechanisim must be in place, usually through all sales and marketing efforts to measure bigger or driving factors) by the following:

• Customers mention the story they heard or read;
• Increased hits to a Web site following the news story;
• Phone calls increas immediately following the story;
• Emails are received regarding the topic;
• The number of registrations increase;
• More coupons are redeemed;
• More traffic;
• More sales; and the best thing a boss or owner wants to hear or know...
• More $$$$$$$$!