We Developed a Proprietary PR Placement Measurement System to Analyze Client Coverage

By Scott Goldberg
Published October 2021

The world of PR changes almost daily. One thing that hasn’t changed much if at all is how publicists and PR agencies measure their results. We typically rely on reach and impressions. What was once based solely on print circulation for magazines and newspapers coupled with TV viewership now includes UVPM’s (Unique Visitors per Month) for websites.  

While those data points are accepted as industry standards and will likely never go away, the problem with them is simple: they don’t include any thoughtful analysis. PR is about so much more than an impression or UVPM. 

To understand, realize and visualize the “real” value of our PR efforts, we must go beyond simply depending on the basics of impressions and reach. It is true we trust those numbers provided; it is also true not all placements are created equal. A one-line mention in a national publication like Wall Street Journal or USA Today should no longer be automatically considered more valuable than a 500-word essay in an industry trade that speaks to your core audience and explains the benefits behind your company, product or service.

As a result, we created our own proprietary grading system known as the Carve Scoring System (CSS) that illustrates results defined by a predetermined set of goals and objectives. The CSS is based on a select group of criteria and we created a “Point” system to give each placement an actual “Score.”  

Our “point” system is based on the following criteria:  

• Influence:  We develop a custom tiered media list for every single client. Influence is based on what “Tier” the media outlet falls under based on a combination of characteristics: potential impact, targeted audience and UVPM.

• Content:  We review each article to conclude how much of our key messaging (none, some or all) is featured as well as whether or not an executive quote and/or CTA/Link are included.

• Type: While a stand-alone article and/or features are the goal, trend/roundup stories and mentions also carry weight and establish both executive and brand credibility and visibility. 

• Tone: Is the coverage Positive, Negative or Neutral?

• Bonus: Does the coverage feature an image, video or headshot? 

We score every placement. It’s a true labor of love.  At the end of each month or campaign we then provide an average score allowing us to review and analyze what did and didn’t work (if anything) and most importantly WHY.  Then we are able to speak with our clients and provide constructive feedback and self-inflection to improve our results for the next campaign or initiative. In fact, we’ve recently developed a Carve Influencer Scoring System or CISS to elevate the results of our influencer programs as well.

We’re proud of what we’ve created, but our CSS/CISS is not set in stone.  We regularly ask our clients for input, review how it functions and, based on those conclusions, we refine it further to be the most trusted and useful tool in our PR toolbox.