1. How does C-level management require you to measure and report on PR activities?
Deliver key messages through targeted media 24.2%
Raise awareness 20.8%
Actual results vs. agreed-upon quantifiable objectives 16.8%
Generate a high clip volume 11.3%
Improve attitudes/preference 10.1%
Boost sales 9.7%
Benchmark against competitors 7.0%
2. What types of media relations measures are most important in your analysis of results? (Rated on a scale of one to five with five being most important)
a. Target media coverage
5 54.9%
4 28.4%
3 9.4%
2 4.0%
1 3.4%
b. Total impressions
3 32.0%
4 29.5%
5 17.1%
2 13.5%
1 6.3%
No response 1.6%
c. Pickup of strategic messages
5 42.3%
4 35.1%
3 15.5%
2 3.8%
1 3.1%
No response 0.4%
d. Tone (positive-negative-neutral)
4 38.1%
5 31.7%
3 21.6%
2 4.7%
1 2.9%
No response 1.1%
e. Prominence
4 40.8%
3 31.3%
5 17.4%
2 5.9%
1 3.4%
No response 1.1%
f. Customer/Market awareness
4 35.3%
5 35.3%
3 20.0%
2 4.9%
1 3.1%
No response 1.6%
g. Advertising-Equivalency Value (AEV)
1 25.4%
3 24.5%
4 18.9%
2 16.9%
5 12.6%
No response 1.8%
h. Competitors’ results
3 31.1%
2 23.4%
1 18.7%
4 16.7%
5 8.3%
No response 1.8%
3. Of the media below, choose the two that you currently spend the most time measuring
Print media 39.9%
Online media 33.3%
Broadcast 11.9%
Social Networks 5.5%
Blogs 4.8%
Twitter traffic 2.5%
Radio 2.1%
4. What type(s) of media analysis report does your organization find of most value?
PR effectiveness 18.6%
Return on investment (ROI) 15.2%
Reputation management 12.1%
Campaign evaluation 11.5%
Strategic planning 9.1%
Issues management 7.1%
Competitive benchmarking 6.8%
Social media impact 6.1%
Crisis management 5.0%
Expert effectiveness 4.2%
Product evaluation 2.9%
Forecasting 1.3%
5. Provide the estimated number of hours per month you and/or your department dedicate to media measurement, analysis, reporting and presentation
1-5 hours 33.1%
6-10 hours 32.7%
11-15 hours 12.1%
16-20 hours 10.4%
More than 20 hours 8.5%
Zero hours 3.1%
No response 0.2%
6. Has the time you’ve spent measuring your media relations results changed over the past year?
It’s increased 55.2% It’s remained the same 37.9%
It’s decreased 6.5%
No response 0.4%
Source: PR News and Cision, based on 556 respondents