Gauge the true weight and impact of your PR efforts
The Impact Score takes into account the number of qualitative driver conditions met AND the media source. Points are given in two areas: 1-qualitative points and 2-media source points. For each qualitative driver present in a given story, 1-point is given. Media source points are earned from a 3-tier point system. Sources are tiered into three categories named top, middle, and bottom. The top tier includes sources that have a circulation or audience placing them in the upper 1/3 of news sources. Top tier sources can also be top industry publications, which may not have a high circulation, but carry a high regard in the industry. Middle tier sources have a circulation or audiences indicating a mid-level prominence, between tiers 1 and 3. Other industry sources may also be named in this middle tier rank. The bottom tier will include sources with a circulation or audience below that over the upper 66% of sources. Media Source points are awarded as follows: top=15, middle=10, bottom=5. Together the statistic generated unveils the true impact of a story, a weighted factor our clients can use to truly understand their impact on each news story.
We measure far beyond what automation can measure
Our collaboration with a leading university allowed us to develop what is considered to be one of the most valid PR measurement methodologies in the United States. Our comprehensive approach for tracking and analyzing all the media hits you want (Print-Broadcast-Web-Social Media) enables us to present the entire information sphere, not just the average 30% that online monitoring services track, but everything that is available. All stories are evaluated by trained PR analysts, no “artificial intelligence”, to ensure the highest level of reliability in PR measurement.
In 2012 AMEC, the world’s largest trade body representing communications research, PR measurement and insight firms, released the first standardized framework for best-practices in media measurement. In 2015 AMEC updated this framework to reflect further innovation and a need for global alignment. The Barcelona Principles paved the way for better PR measurement. Barcelona 2.0 and Universal Information Services expands on that framework. Universal Information Services is a strong supporter of the work AMEC does and is proud to incorporate those efforts into our deliverables.
Impact, Engagement and Public Relations ROI
Capturing both the qualitative and quantitative elements of media exposure has never been easy, nor an exact science. However, through Universal’s Media Analysis service we can show what your earned or unpaid media exposure means in terms of impact, value, tone, focus, and a variety of other user-defined parameters. Those who need to understand the ROI and impact of their outreach efforts can get their tracking and media analysis from a single, professional vendor. It’s simple. Our job is to deliver exactly the media analysis services you need. For a graphical explanation of our Impact Score, click here.