Stronger PR reporting is hidden in keyword data

It used to be that a splashy media hit in Men’s Journal kept our clients happy for the remainder of a quarter. That was in 2009.

Let’s be honest, PR reporting has fallen behind the rest of the marketing profession when it comes to ROI measurement. It’s not all our fault; implicit in “earned media” is that we give up an element of direct control while basking in the warm approval of a third party.

We all realize that reporting on print circulation, unique visitors per month (UVPM), or social following tells a small part of the story. While these may be the best numbers we have, they don’t speak to how many people saw an article or if those readers were even qualified customers. As for equivalent ad value, it’s hardly ever equivalent. Advertising is a game of wheel and deal and no one pays the sticker rate. Rarely does a PR placement match the dimensions or brand focus of an “equivalent ad.”

Let’s say you have a big month and win client mentions in Fast Company, The Verge, and Good Housekeeping.

But wait, isn’t New York City’s population 8.4 million? So, with these three placements, you reached the equivalent of three times NYC’s entire population? Of course not, and your client knows it. Reporting UVPM without an asterisk is not only bad practice, it can endanger your clients’ trust.