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Evaluating the media: Media measurement survey - results update

PR geekiness - the tools & techniques to gain insights from PR exposure

Wednesday, August 02, 2006

Media measurement survey - results update

This week has so far been dominated by the project for the Chartered Institute of Public Relations Diploma, which is due for completion early next month. With the distinct feeling that I should have been doing this about six weeks ago, I have compiled a media measurement survey which has been sent out to about 40 practitioners. So far I have had back almost half and the results are looking interesting.

The headline figures indicate that of the four media, press is consistently regarded as the most important. Most people are not looking to increase their budget dramatically although nobody so far has admitted to having to reduce it. Regarding measurement metrics half the sample are currently using advertising value equivalents although it is good to see that a larger number of people are using audience figures.

Regarding the areas which people are most keen to research in the future key message analysis is the most popular. There is also an interest in understanding the source of stories and articles, be it resulting from a media pitch, press release or news conference etc.

If you are interested in taking part in the survey please get in contact with me.

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