intelligent measurement

Can we show a link between media coverage and desired business outcomes? A new study (pdf) from the US-based Institute for Public Relations has some interesting case studies that in several instances illustrate corresponding trends between increased media coverage and a desired business outcome occurring.

For example, they speak of a campaign on the importance of mammograms with the desired business outcome being an increase in the number of relevant medical procedures undertaken.  Looking at the number of articles published on the issue and comparing it to the number of medical procedures, a correlation seems to exist. This can be seen in the above graph which shows in blue the number of press articles on the issues and in red the number of medical procedures undertaken (over 2 years in the US).

The authors of the study readily admit that they are making a jump in assuming “cause and effect” but what they are looking for is a “preponderance of evidence” that supports a correlation between media coverage and business outcomes.

What I find interesting is the jump from an output measure (clips) to a business outcome.  Further, that they were able to find communication campaigns where a clear link was made between communication objectives and business objectives - as often there is a large gap between these two elements.

Read the full study “Exploring the Link Between Volume of Media Coverage and Business Outcomes”(pdf) By Angela Jeffrey, APR, Dr. David Michaelson, and Dr. Don W. Stacks

Glenn

The LIFT blog beat me to it in announcing that I will be involved in working with the LIFT team in evaluating the 2007 event that will take place in February 2007.  LIFT is an international conference that takes place in Geneva and looks at the relationship between technology and society.

My experience with LIFT 06 in evaluating the reactions and initial impact to the event is written up in this journal paper (pdf) or directly on the LIFT website.

In 2007, I hope to go further by exploring the impact of social media on the event setting and looking at networks that develop. It should be fun!

Glenn   

An interesting post from the Metrics Man on the “Media Measurement Catch-22″ as he puts it. His main point is that “you are what you measure”, in other words,  you will focus you efforts on achieving the metrics you set, and further:

If all you measure is media relations (primarily clip tonnage), that is how the PR profession will be valued.

Read the full post and if you are interested to learn more about the concept of metrics and how they influence our work efforts, consult the Hauser and Katz paper “Metrics: You are what you measure!” (pdf)

Glenn