Universal Information Services is one of the most trusted services providing reliable PR Measurement and Media Analysis. When elegant dashboards and automated measures aren't enough for you, our trained analysts can provide the interactive visualizations needed to truly understand the effectiveness of your work. Below are a few of the most frequently asked questions, related to PR measurement and insight.
This is probably the most common question we get. In the beginning, media analysis/PR measurement was only possible by charting media mentions and then measuring quantitative metrics. Most commonly delivered in the form of a spreadsheet, early measurement was almost entirely a manual data-entry process. Media measurement services would calculate things like column inches, circulation, advertising value equivalents, and more. What was missing was the insight communications professionals truly needed to understand their effectiveness.
So the debate between automated measurement and analyst enhanced measurement didn't spawn until a few years ago when media monitoring services applied technology to automate the "counting" process. With automated measurement, so much time could be saved over the old way of data-entry, that the cost of measurement could be greatly reduced. Now measuring your outcomes was a task that anyone could manage by simply subscribing to any news monitoring service. The biggest problem here is that automated measurement can really only do two things.
1) Automated measurement is very good at counting and charting quantitative measures like number of mentions, column inches, AVE's, story duration or length, and audience size. This is just simply math based on the volume and type of media mentions you get. The inherent problem is that most of these metrics don't provide any real insight. That's not to say the measurements are wrong, but rather the resulting information you get doesn't tell you a whole lot. Still, automated systems for measurement can count very quickly.
2) Automated measurement for counting the important information, the qualitative measures, is very poor. In fact, when rechecked by trained analysts it can be shown that automated measurement services are as likely to be incorrect on qualitative metrics as they likely to be right. Simply put, automated measurement for qualitative measures and message points is inconsistent at best, and horribly wrong at worst.
So, how to make measurement fast, cost effective, yet reliable and able to deliver real insight? You simply automate all the calculations that can reliably be programmed, then apply highly trained analysts to encode the qualitative measures computer formulas can't handle. At Universal Information Services we draw on all our client's data, across all media types, letting the measurement software serve up calculated data just prior to making any reasoned analysis. Then, our trained analysts evaluate each paid, earned, shared, or own media mention so as to provide a reliability rating in excess of 90%. Our two-fold process, combining the speed of automation with the accuracy of real analysts, let's us provide the most cost effective and reliable media measurement in the industry.
By measuring your media exposure and outcomes, you can see how specific messages and efforts perform. This current and relevant information allows you to evaluate the strategy you are following, determine if tactics need to change, and compare outcomes to the goals established for your effort. True understanding of media measurement starts with data analysis and ends with actionable insights. Those insights are meant to help communications professionals make mission critical decisions that are relevant to the overall bottom line of the business.
When you measure your effort over time, you can spot trends, replicate success, and understand the efficiency of your public relations. Measuring is really the scorecard and road map that reflects the work you do and how your target audience perceives that work.
This is a great question, but with two separate answers. The best answer really comes down to the client asking themselves, "How confident am I in the quality of news monitoring from my monitoring service?" If you are not fully convinced your news monitoring service is up to the challenge of tracking all your mentions, then having that same service measure your exposure will be fundamentally flawed. You can't have accurate measurement without comprehensive news monitoring. This is the old scenario of "garbage in, garbage out". Your measurement insights will only be as good as the sample quality of your monitored results.
Because Universal Information Services directly controls all media monitoring, and the measurement of those results, we are able to create a "quality in, quality out" measurement scenario.
-We index the most local and network content in the United States
-We index more local and network radio content than any other monitoring network
-We have the only press clipping service that can provide state-level articles from across the nation
-We use three separate feeds of online content, de-duplicating results for greater yield
-Our expanded social media monitoring now includes metrics that go far beyond likes and retweets
The power of combining media monitoring and media measurement with one service is dependent on which vendor you choose. We know that our clients get the best monitoring, which allows us to deliver the best measurement. From great measurement comes the insight you need to reliably evaluate your communications effort. Plus, working with a single, great point of contact makes our client's lives much easier.
Understanding your goals or objectives is the first place to start when considering a PR measurement program. What information do you want to obtain so that you can do your job better? When you are able to answer that question, you are halfway to understanding your measurement needs. If you want to know what specific messages are resonating with your target audience, or how widespread the awareness is for a promotional event, both efforts can be measured. Almost any aspect or strategy of a Public Relations effort can be measured. During the consultation phase our media measurement directors will ask specific questions so we can truly understand what you need and expect to get from your measurement program. Communication and PR goals vary widely, so starting with your needs is how we identify the type of information you'll need in order to gain true insight. Great insight requires more than just elegant dashboards.
Knowing what you want to learn is a big part of the measurement program, receiving visualizations and narrative insights that are meaningful is the second half. We have three levels of measurement programs, but within each program we have the flexibility to customize your reports. Unlike our competitors, we know that no two clients are the same. Structuring the format and feel of your measurement reports so that you can easily understand them is part of our job. Deciphering a report should not fall on your shoulders.
We offer three levels of service:
1) Foundation Analysis-The client receives an enhanced Excel spreadsheet that lists all relevant media mentions within a specific time bound frame (weekly, monthly, quarterly). Basic insights such as who is seeing your stories, where they are appearing, and how valuable they are will be included in this report. Quantitative measures like media values, impressions, and media prominence are included in this report. This report can also hold qualitative measures, as needed by the client. Our Foundation Analysis is perfect for those wanting to put a dollar value to their media coverage, measure coverage over time, or simply report valid media stories in an organized fashion. Foundation Analysis reports are also right for those who want to perform additional, internal measurement by their own team. The Foundation Analysis is a well organized list of coverage and metrics.
2) Intelligent Dashboards-These visualizations exist within an interactive environment, allowing clients to interact and share measured elements with additional stakeholders. These reports are prefect for strategic team meetings, board meetings, annual reviews, and C-suite program reviews. Subscribing clients can control the metrics that are placed in these reports, allowing full customization of the interactive report. Metrics such as media favorability, key message pull through, and source quality are visualized and reported in this type of analysis. Intelligent Dashboards are easily understood, and convey important qualitative and quantitative measurement information.
3) Strategic Impact Reports-Also based in an interactive environment, these narrative style reports take a deep dive into the world surrounding your media coverage. Clients can walk step by step through a 10-page report that explains and shows how their outcomes were impacted by their communication efforts. Strategic Impact Reports are a great option for those who need more than just elegant dashboards, but also want to know specifically how their efforts impact their outcomes.
By measuring your media exposure and outcomes, you can see how specific messages and efforts perform. This current and relevant information allows you to evaluate the strategy you are following, determine if tactics need to change, and compare outcomes to the goals established for your effort. True understanding of media measurement starts with data analysis and ends with actionable insights. Those insights are meant to help communications professionals make mission critical decisions that are relevant to the overall bottom line of the business.
When you measure your effort over time, you can spot trends, replicate success, and understand the efficiency of your public relations. Measuring is really the scorecard and road map that reflects the work you do and how your target audience perceives that work
