What value PR – or how to measure good will and coverage

Advertising value equivalent has long been seen as a poor measurement of PR coverage and with the advent of social media, a rate per column inch is fast becoming a valueless measurement.


However a recent convention in Barcelona attending by PR professionals from across the world has agreed new principles to measure the impact of PR.

The seven principles agreed were:

1. Goal setting and measurement are fundamental aspects of any PR programmes.

2. Media measurement requires quantity and quality: cuttings in themselves are not enough.

3. Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.

4. Social media can and should be measured.

5. Measuring outcomes is preferred to measuring media results.

6. Business results can and should be measured where possible.

7. Transparency and replicability are paramount to sound measurement.

The principles are a good starting point for any PR campaign – agree the outcomes at the beginning, whether it’s more cars sold, bums on seats or hits to a website.

Then measure against the agreed KPIs using all the tools available on and off line. The message is becoming far clearer to clients and marketers – joined up digital and PR team are essential for the delivery of great campaigns, delivering measurable results.