One of the biggest things PR pros deal with every day is “proving our value.” Clients, especially c-level execs, don’t necessarily always see the value of speaking with the media.  Of course their are many exceptions, but for the most part, cutting deals and building the business almost always come before press. 

A new study from the University of Colorado’s Business School could give PR pros the best ammo we’ve had in a while for backing up the value of media exposure:

Resarchers Markus Fitza, Mathew Hayward and Kai Larsen looked at press coverage of 1,500 companies and their CEOs from 1997 to 2005 and added up how often they appeared in Business Week, the New York Times, Wall Street Journal and other major national business publications.

Their research found that each article in a major business news publication increased a CEO’s bonus by more than $650,000. A cover story was worth a whopping $1.1 million in extra compensation.

Wow.  Bookmark the original article from the Pittsburgh Post-Gazzette, we guarantee it will come in handy at one point or another.

The measurement debate is a crucial one that has been evolving in the PR world for quite some time. There are entire blogs devoted to it. Here at PRNewser, we won’t claim to get to the bottom of this, or deliver any easy answer for you, because in fact, there are none. Ok, well we came across a post by Kami Huyse of Communications Overtones that started pretty solid list for what we’ll call the “poor man’s” measurement suite. We added some of our other favorite free resources:

Technorati
Google Blog Search
Google Trends
Quantcast
RSS Reader (Google, Feedburner, etc.)
Alexa.com
Topix.net

Obviously, most folk use a variety of paid services that can offer more robust analysis. If you’re looking for a comprehensive list of paid services, Forrester’s Jeremiah Owyang breaks that down here. What tools do you use to measure your PR and social media efforts?

To put it bluntly, monitoring can be a bitch. Especially when it involves a lot of blogs & blog comments, message boards and even things like – gasp – Twitter.

Dow Jones today announced the launch of Factiva Insight: Agency Analytics, a “Web- based tool that allows professional researchers in public relations agencies and corporate communications departments to conduct high-quality media measurement on demand across premium news sources, Web sites, blogs and message boards,” according to the press release.

We’ve used their “Search 2.o” tool with some success, and this new offering seems like an expanded version.  One of the best features of both of these tools is the variety of charts that are easy to output into e-mail or presentations.  Have you used either tool?  What are your best practices for monitoring?

Techmeme vs. Technorati

October 3, 2007

Technorati, the one time blog search super power, has been fading lately. Add this as the latest front on the battlefield: Techmeme, the popular news “buzz tracker” yesterday launched, “A top 100 list of news sources — blogs and ‘mainstream’ media — based on the percentage of headline space each one has occupied on Techmeme over the last thirty days,” according to ZDNet.

Here’s something that surprised us:

Two of the top 100 sources for news are traditional wire services! BusinessWire, number 29, and PR Newswire, number 38, have been sourced more for news than ZDNet, PC World, Wired, Washington Post, Forbes, Bloomberg, and many others.

Brian Solis does a way better job than we ever could at breaking it all down here.

How Do You Measure Up?

September 28, 2007

Greg Jarboe from SEO-PR recently told myself and some co-workers a story about presenting to his boss a fat clip book that he was very proud of. His boss turned to him and said, “Jarboe, until I can take these pieces of paper and turn them into money, PR is worthless to me.” I’m paraphrasing a bit here, but that was pretty much the jist of it. Now of course, with the internet this is all completely changing as new methods of measurement can better align PR with business goals. Here’s just one example – do you review your web analytics with your clients before or after a big campaign or announcement?

The NewPR Wiki on Measurement is a good place to start for both newbies and experienced geeks.

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