By Katherine

When it comes to evaluating PR most people think that size of coverage is a good indicator of the success of the project. A large clipping in the desired newspaper or magazine certainly seems to keep the clients happy.
But according to research from Hot to Trot Marketing Group, size is not the only factor when it comes to the success of a project. The research looked at how readers assimilate information from printed and online media coverage.
Many factors influenced the impact the coverage had on the reader, including the relevance of the media to the reader, the editorial authority of the piece, the position of the article, the use of images and illustrations and the tone and nature of the content – interestingly the size of the article was the last thing that influenced readers.
This is interesting research for PROs who often use EAV as their preferred method of evaluation. These findings now suggest that a wider range of factors – including those listed above, should be considered when evaluating campaigns.

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