The Measurement Commission of the Institute for Public Relations has released “Proposed Interim Standards for Metrics in Traditional Media Analysis.” These standards are just one facet of significant recent progress in standard-setting for the public relations measurement and social media measurement industries.
This paper, authored by Marianne Eisenmann, David Geddes, Ph.D., Katie Paine, Ruth Pestana, Frank Walton, Ph.D., and Mark Weiner, makes recommendations for calculating some of the most common data points in traditional media analysis, such as impressions, tone, and quality. Interested parties may comment on the evolving interim standards on the IPR website.
“We intend to follow International Standards Organization processes adapted as necessary for our field,” said David Geddes, managing director, Geddes Analytics, and chair of the IPR Measurement Commission. “We will promulgate proposed interim standards with broad industry input, which become approved interim standards after the customer panel review, and ultimately validated published standards.
From the introduction to the paper:
Organizations engage in traditional media relations for many reasons and their objectives for analyzing the media coverage may be similarly varied. Media coverage can serve as a proxy for public perception and is relatively inexpensive and accessible. Public relations professionals apply media analysis to help demonstrate the value of PR, provide insights to make better decisions, improve performance, understand issues and anticipate change.
The IPR Measurement Commission proposes the following standards for consideration. The overall recommendation seeks to ensure that measures used in analysis are well-formulated and implemented by (i) gaining agreement from the start among all relevant parties, (ii) offering transparency about the methodology used in the analysis and, (iii) remaining consistent throughout the analysis and any subsequent studies.
Go to the IPR website to read more and download the entire article.
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