{"id":18790,"date":"2024-04-12T15:24:00","date_gmt":"2024-04-12T15:24:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=18790"},"modified":"2025-04-24T09:40:14","modified_gmt":"2025-04-24T09:40:14","slug":"pr-reporting","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/pr-reporting\/","title":{"rendered":"PR Reporting: How to Measure Media Coverage"},"content":{"rendered":"\n<p>Simple question: how is earned media value calculated for a PR report?<\/p>\n\n\n\n<p>The thing is, it\u2019s not easy at all. In fact, measuring media coverage has been a hotly debated subject from the beginning of the public relations industry.&nbsp;<\/p>\n\n\n\n<p><strong>Tracking media relations and its marketing value has to be done to justify PR costs as a business expense.<\/strong> That\u2019s just a fact. For this reason, PR professionals understand a client\u2019s demand for <a href=\"https:\/\/prowly.com\/magazine\/pr-evaluation-top-metrics\/\" target=\"_blank\" rel=\"noreferrer noopener\">detailed PR evaluation<\/a> reports and <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/press-clippings\/\" href=\"https:\/\/prowly.com\/magazine\/press-clippings\/\" target=\"_blank\" rel=\"noreferrer noopener\">media clipping reports<\/a>.<\/p>\n\n\n\n<p>Yet PR success is defined by a myriad of intangibles like <a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-mentions\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/pr-metrics-mentions\/\" target=\"_blank\" rel=\"noreferrer noopener\">media mentions<\/a>, glowing reviews, and influencer testimonials. Unlike other marketing areas that can measure success through direct sales, placing a monetary value on a brand\u2019s increased credibility from a full-page magazine feature is not so easy.<\/p>\n\n\n\n<p>This is why <strong>the <\/strong><a href=\"https:\/\/prowly.com\/magazine\/pr-measurement\"><strong>PR measurement model<\/strong><\/a><strong> has shifted over time to move increasingly closer to a true value assessment<\/strong>. The good news is that the growing availability of data and the implementation of game-changing PR technologies are improving the way the industry measures its work for PR reports.<\/p>\n\n\n\n<div class=\"wp-block-group signup-cta-container has-base-color has-text-color has-background has-link-color wp-elements-8c96b178d231475944a6b403e4a7ce6a has-global-padding\" style=\"border-radius:8px;background-color:#1f2937;margin-top:40px;margin-bottom:40px;padding-top:32px;padding-right:32px;padding-bottom:32px;padding-left:32px;background-position:100% 100%;background-repeat:no-repeat;background-size:auto;\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-container-core-group-is-layout-efe3489b wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\">Try Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n<p>Create media reports and start tracking your brand for free in Prowly.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Comprehensive Monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n<li><strong>Transparent Pricing:<\/strong>&nbsp;Plans start at $258\/month<\/li>\n\n\n\n<li><strong>All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n<p class=\"signup-cta-button\"><a href=\"https:\/\/prowly.com\/media-monitoring\/\" data-type=\"link\" data-id=\"https:\/\/prowly.com\/media-monitoring\/\" class=\"cta-button\" data-cta-type=\"report\" data-cta-destination=\"https:\/\/prowly.com\/media-monitoring\/\">Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"howto\"><strong>The old way: AVE&nbsp;<\/strong><\/h2>\n\n\n\n<p>If you\u2019ve been in PR long enough, you\u2019re fully aware of <strong>the AVE public relations measurement for providing results in client PR reports<\/strong>. This measurement was the longstanding, go-to way for calculating the value of <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/earned-media\/\" href=\"https:\/\/prowly.com\/magazine\/earned-media\/\">earned media<\/a> <a href=\"https:\/\/prowly.com\/magazine\/reach-vs-impressions\/\" target=\"_blank\" rel=\"noreferrer noopener\">impressions<\/a> by converting them into an advertising value equivalency.&nbsp;<\/p>\n\n\n\n<p>It went like this: the earned media value was considered equivalent to the cost of an ad of the same size in that same publication. This calculation was simple with an ad rate kit or advertising equivalency calculator handy.<\/p>\n\n\n\n<p><strong>However, many PR professionals rightfully argued that an earned article holds much more weight than a paid advertisement.<\/strong> A news article written by a third party, <a href=\"https:\/\/prowly.com\/magazine\/pr-storytelling\/\">in a storytelling fashion<\/a>, is inherently more valuable than an advertisement because it demonstrates brand credibility and builds customer trust.<\/p>\n\n\n\n<p>Furthermore, when an article is published online and includes a backlink to the company\u2019s website, there\u2019s even more marketing value through SEO.<\/p>\n\n\n\n<p>So it became more and more evident over time that the calculation for how to track media coverage needed a substantial update.<\/p>\n\n\n\n<p class=\"purplebox\">Learn all you need to know about AVE and more meaningful metrics from this article \"<a href=\"https:\/\/prowly.com\/magazine\/advertising-value-equivalency\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/advertising-value-equivalency\/\" target=\"_blank\" rel=\"noreferrer noopener\">What is Advertising Value Equivalency in PR? (+ AVE Alternatives).<\/a>\"<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"newway\"><br><strong>The new way: A multi-dimensional approach<\/strong><\/h2>\n\n\n\n<p>It turns out that there\u2019s no magic formula for calculating earned media value for your PR reports, but <strong>there are plenty of data points you can gather to clearly connect PR &amp; marketing success to news articles, influencer mentions, and customer reviews.<\/strong><\/p>\n\n\n\n<p>The following methods can be applied individually or together for a holistic approach. Each measures the value of common PR and marketing goals to paint a multi-faceted (and more valuable) PR assessment.<\/p>\n\n\n\n<p class=\"purplebox\">Wondering how to create a media report? Read about it in our recent article \"<a href=\"https:\/\/prowly.com\/magazine\/how-to-create-a-media-report\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-create-a-media-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to Create a Comprehensive Media Report<\/a>?\"<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udca1 Track coverage against website traffic<\/strong> <\/h3>\n\n\n\n<p>When a news article is published, look for spikes in website traffic that day and the few days that follow. If coverage was online, this tracking is even easier: look into your website analytics for direct traffic from that media source.&nbsp;<\/p>\n\n\n\n<p>When reviewing an online traffic source, look closely at the visitor quality from that website. If the bounce rate is low, and the average session length is healthy, then the article reached the prospective customers your client is looking for. Congratulations!<\/p>\n\n\n\n<p>Next, look for an uptick in sales that day. <strong>If your client\u2019s website is set up properly to capture a healthy conversion rate, then an increase in traffic from the news mention should naturally lead to an increase in sales.<\/strong><br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udca1 Value mentions as brand content<\/strong> <\/h3>\n\n\n\n<p>A PR mention is a third-party conversation about your brand, and it carries more weight with your customers and prospective customers than anything the company produces. It\u2019s content creation at its best, and you didn\u2019t pay a dime for it!<\/p>\n\n\n\n<p>So <strong>give the media mention <\/strong><strong><em>additional<\/em><\/strong><strong> value by measuring it as brand content<\/strong>. You regularly pay for marketing content like blog posts and videos, so you\u2019re familiar with their costs. Similar to comparing an advertisement\u2019s cost to a media article, this isn\u2019t a perfect earned media value measurement, but it\u2019s one part of the value.&nbsp;<\/p>\n\n\n\n<p>Include the media piece in your PR &amp; marketing schedule and distribute it broadly to your customers. Post and link to it on your website, include it in your email newsletter and share it on social media. If you\u2019ve increased its reach, you\u2019ve instantly increased its value even further!<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udca1 Use <\/strong><a href=\"https:\/\/prowly.com\/magazine\/media-monitoring-advantages\/\"><strong>media monitoring<\/strong><\/a><strong> to measure customer reactions<\/strong> <\/h3>\n\n\n\n<p>If your team is using media monitoring tools, you have something powerful in your hands: the ability to monitor customer reactions on social media and general customer sentiment around the brand.&nbsp;<\/p>\n\n\n\n<p>Look for an increase in customer mentions and activity, and then note whether the reactions are positive or negative. <strong>Customer engagement is highly valuable and should be a part of your measurement equation.<\/strong> In fact, if customer sentiment is negative, you\u2019ll be in a position to step in quickly to avoid a growing <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management\/\">PR crisis<\/a>.<\/p>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/daily-media-monitoring\/\" target=\"_blank\" rel=\"noreferrer noopener\">Media monitoring tools<\/a> also analyze your company\u2019s <a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-share-of-voice\/\">share of voice (SOV)<\/a> against its <a href=\"https:\/\/prowly.com\/magazine\/competitor-analysis-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">competitors<\/a>, so look for increases in SOV after major news features that may have gained your brand more notice.<\/p>\n\n\n\n<p>If you don\u2019t have a media monitoring tool in place yet, you can always take this task on yourself. Look at each of the publication\u2019s social media feeds to see if they\u2019ve shared your client piece there. If so, track <a href=\"https:\/\/prowly.com\/magazine\/brand-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">engagement<\/a> from their followers, like comments and shares. Follow re-tweets and shares to roughly estimate the amplification of the media mention.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udca1 Give value to the publication's demographic<\/strong><\/h3>\n\n\n\n<p>There is one instance where looking at the advertising media kit for a publication is still very helpful for PR pros. <strong>That\u2019s when you\u2019re looking at the audience demographics they report there.<\/strong><\/p>\n\n\n\n<p>Advertising media kits include the demographic breakdowns of an outlet\u2019s readership, usually by age, gender, and income. Based on this information, you can assess whether a mention in one publication may be more valuable than in another because its audience is more closely aligned to your brand\u2019s product or service.<\/p>\n\n\n\n<p>When <a href=\"https:\/\/prowly.com\/media-monitoring\">reporting a media mention<\/a>, don\u2019t forget to include this important information. Share not only the publication and its total audience number, but the demographics that show the excellent audience fit.<\/p>\n\n\n\n<p>But reporting is not everything. Learn more about <a href=\"https:\/\/prowly.com\/magazine\/paid-owned-and-earned-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">Maximizing PR Strategy with Paid, Owned, and Earned Media<\/a>, or dive into the specific media types relevant to your PR plan: <a href=\"https:\/\/prowly.com\/magazine\/earned-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">earned media<\/a> or <a href=\"https:\/\/prowly.com\/magazine\/paid-media-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">paid media<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-leadin-hubspot-form-block\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"e41d327a-efc9-4946-aee1-6c6000864a8f\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792974300000-5997405361\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792974300000-5997405361\"><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"software\"><br><\/h3>\n\n\n\n<p>Craving more details about key PR metrics? <a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">Check out this article<\/a> for insights on what to measure, why it matters, and examples to guide you.<\/p>\n\n\n\n<p><strong>Pro-tip for PR reports: Start with a PR software solution<\/strong><\/p>\n\n\n\n<p>Some successes can be predicted by the work put into the very first steps. This is particularly true for <a href=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR campaigns<\/a>.<\/p>\n\n\n\n<p>Before you even lift a finger and start creating those PR reports and measuring the value of those earned media mentions, you\u2019ll need to build an eye-catching press kit and story pitch to impress the media.<\/p>\n\n\n\n<p>Not only that, you\u2019ll want to ensure that your media list is targeted and accurate. Your PR pitches shouldn\u2019t be distributed too widely; instead, they should be focused on the media outlets that speak directly to the brand\u2019s customers and prospective customers.&nbsp;<\/p>\n\n\n\n<p><strong>A concise and focused <\/strong><a href=\"https:\/\/prowly.com\/pitch\/\"><strong>media pitch<\/strong><\/a><strong> list will put you in the best position to deliver the highest quality, <\/strong><strong><em>highest value<\/em><\/strong><strong> mentions for the brand.<\/strong><\/p>\n\n\n\n<p>Honing in on this part of the PR process can be enhanced with PR software. These technologies are changing the game! Automated <a href=\"https:\/\/prowly.com\/magazine\/pr-software-comparison\/\">PR software systems like Prowly<\/a> offer substantial, searchable-by-topic-and-location media databases that allow you to craft perfect-fit media lists. You can then build <a href=\"https:\/\/prowly.com\/press-release-software\">visually-appealing press releases<\/a> and <a href=\"https:\/\/prowly.com\/online-newsroom\/\">online newsrooms<\/a> for the delivery of your media pitches.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Prowly-PR-Software-Dashboard-1024x536.png\" alt=\"Prowly PR Software - Dashboard\" class=\"wp-image-16780\"\/><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/prowly.com\/\" data-wpel-link=\"external\" rel=\"external noopener noreferrer\">TRY PROWLY FOR FREE<\/a><\/div>\n\n\n\n<p><strong>PR software also gives you excellent insights into your PR efforts from the moment you <\/strong><a href=\"https:\/\/prowly.com\/magazine\/how-to-send-a-press-release-by-email\/\"><strong>send out your press release<\/strong><\/a><strong>.&nbsp;<\/strong><\/p>\n\n\n\n<p>This means that from the beginning of your PR campaign, you\u2019ll be receiving important real-time feedback that allows you to pivot your pitch as needed. You\u2019ll be able to <a href=\"https:\/\/prowly.com\/magazine\/email-pitch-metrics\/\">track open and click-through rates from your media contact list<\/a> and track resulting media mentions. You\u2019ll know right away if your story pitch is getting media interest or whether you may need to tweak it for a better response.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"turn-a-page\"><br><strong>Turn a page<\/strong><\/h2>\n\n\n\n<p>If you\u2019ve been relying on old PR value assessments for your company and clients\u2019 campaigns, it\u2019s time to turn a new leaf and give these new measurement options a try.&nbsp;<\/p>\n\n\n\n<p><strong>Although it may have felt more simple to calculate a single monetary value for your PR mention, these new methods actually speak the current language of marketing,<\/strong> which combines website, social media, and brand content data to create a multi-faceted value from media mentions.&nbsp;<\/p>\n\n\n\n<p>We speak in terms of data successes these days, and these new measurement methods will paint a better picture of your PR mention\u2019s worth in your PR reports.<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792974300000-7893944808\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792974300000-7893944808\"><\/div>\n\n\n\n<p><br><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Cover image by Daniel Fazio<br><\/span><\/em><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Simple question: how is earned media value calculated for a PR report? The thing is, it\u2019s not easy at all. In fact, measuring media coverage has been a hotly debated subject from the beginning of the public relations industry.&nbsp; Tracking media relations and its marketing value has to be done to justify PR costs as [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":18791,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[355],"tags":[],"class_list":["post-18790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-measurement-and-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR Reporting: How to Measure Media Coverage - Prowly<\/title>\n<meta name=\"description\" content=\"Measuring media coverage has been a hotly debated subject from the beginning of the public relations industry. 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