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 $$$$$$$$!

Measuring Public Relations: Placement

"Best is first, front, forward, top and right."

The potential impact of being in the news is influenced by the story as well as the prominence of where and when a story is mentioned.

This measurement factors in the following:

1. Priority. Top placement of your news is always the best!

• Print - front page feature and/or photo, cover mention, inside cover, special section, right-hand read or other priority placement that might relate to a particular business (i.e. a story in the travel section of a newspaper is great placement for a travel-related business such as a hotel)
• Broadcast - being the lead story, the first story following a break, or a lead story with the sports reporter for a charity golf tournament
• Internet - being at the top of the home page or special section related to the particular business

2. Exclusivity. Be the only one! Can't really say more here.

3. Location. Location. Location.

Where is the initial mention?

• Teaser
• Headline
• First paragraph
• Intro to news or show
• Last story
• Bottom of the page
• Buried in the middle of 100's of stories

4. Space and time. Measure the length in pages, inches, seconds, minutes, etc.

5. Picture perfect. Keep track of photos and graphics. Note color or b/w in print.

Measuring Public Relations: Visual Analysis

VISUAL ANALYSIS.

"In the spotlight!"
That is my client and friend for life Josh Johnson of HGTV in the photo!

So who doesn't like to see their business in a photo or video? Many organization's products, services and activities are well-suited to visual coverage. To really grab attention, be sure that all print or broadcast media stories are matched with great visuals.

Here are a few tips:

1. Visual. Photographers and videographers are usually able to find a visual, but it is ok to have a couple of options expecially for broadcast interviews.
2. Squint factor. Think about where the sun will be located as people or the camera should not be directly facing the sun.
3. Branding. Showcase logos and brands.

• Place a logo on the podium;
• Put a small logo on the microphone;
• Wear a logo'd shirt, hat or jacket and be sure it shows in the shot (exagerate the rotation of the body to be sure a logo on a shirt or jacket clearly shows even if the person is looking a bit right or left with their head);
• Have company vehicles in the background(perfect for governments, utilities, service companies and fire departments); and
• Include a banner, flag or sign in the shot;

When measuring news clips, definitely emphasize the locations of logos in the clips.

Measuring Public Relations: Key Media

KEY MEDIA.

“There are must haves on everyone's list!”

There are key media outlets that are important for different clients and will meet different goals.

• Determine what media pick up of a story measures success and ask if this is a realistic goal?
• Should there be and is the person, product or service viable enough to have a heavy focus on national business media?
• Is success measured by getting your CEO's photo in their hometown newspaper?
• Is the expert in a company perfect for morning radio interviews?
• Or is there an opportunity for a feature story in TV news.

Have a plan that includes a list of key media to pitch. Then before winding up for the big pitch, ALWAYS have a strong, targeted, personalized pitch when reaching out to a media contact and NEVER pitch off topic if the reporter has posted a media query.

A weak story or off-target pitch can put an assignment editor or a reporter off forever...yep...one poorly planned and executed pitch is the fastest way to get blacklisted...that means future calls won't be answered and emails will be deleted.

Remember it really may be a great story, but for different reasons, it may not get picked up the exact moment it is pitched to the reporter or editor. If a story is turned down, it does not mean the end.

Today's no can turn into a yes for the same story tomorrow because the news cycles and story angles change rapidly! Don't be surprised if after being told no on a story today, that person pitched may call or email next week, even next month to do that story.

Pitching builds strong relationships with the media and is an important part of the process. Reporters and editors remember a good pitch. They long remember good people and who is good for a story. And it is a good thing when they need someone to interview and call or email the good person on their list.