OK, admit it. The headline got your attention didn’t it. What’s this? Metrica measuring its own performance with AVEs! Read on though and all will be revealed…
Everyone at Metrica was delighted with the article in yesterday’s Independent Newspaper (Monday, 16th June 2008) “Measuring PR success by column inches is old hat – welcome to a new analysis.” The Indie, picking up on Metrica’s latest industry benchmarking report Metrica Numbers (available for download here), discusses how different media titles tend to cover industry sectors. It also comments on the success the PR industry has in helping its clients to convey their key messages.
But you can rest assured that we won’t be working out whether the article was beneficial to our business by using its AVE figure (£15,426 allegedly) or its column inch size (37 column inches, or 94 column centimeters for the metrically minded amongst us.) Rather we will be looking to a selection of key metrics including how favourable it was, whether it conveyed our key messages, how many actual people in our target audiences read it, and then tying this back to actual outcomes which include the new business enquiries that the article has already generated.
And we will also be attributing some of our recent spate of coverage to the direct contribution of Metrica’s very own PR specialist Claire O’Sullivan. Recently The Guardian and the Evening Standard amongst many online media have been writing about our new report. Must be creating quite a stir this coverage, all 94 column inches and £62,498 of it…. ;-)
