Customized Metrics

We believe that clients have the right to expect the same kind of revealing qualitative and quantitative measures of return on investment for their public relations and investor relations campaigns as they do for their marketing, advertising and direct response initiatives.

Each set of tools is unique to every client.  Some clients want elaborate benchmark studies to assess changes in attitude, awareness and usage among key constituencies.  Others want revealing — but simple and inexpensive — assessments of media-generating activities, such as the total volume of coverage, the number of impressions generated and equivalency value of advertising.

Generally, we measure performance on three levels:

Level 1: Overall Reach
How many people are we reaching?
Includes comprehensive quantitative analysis of media coverage, cost per thousand impressions (CPM), website hits, number of requests for fulfillment, number of participants. Relatively low cost and moderately effective as a measurement tool.