Archive for the ‘Measuring PR’ Category

Cliffs Notes on Value of PESO Model (Paid, Earned, Shared, Owned)

Monday, December 12th, 2016

A client expecting his first child lamented he wished there were Cliffs Notes for all the baby books stacked on his nightstand.  It got me thinking — I feel the same way about the amazing marketing webinars, blogs, podcasts, white papers and newsletters out there.  So many great resources and so little time to review them! I decided I’d start producing my own version of Cliff Notes on some outstanding content.  I promise to condense it down to under a five minute read, pulling out the golden nuggets so you don’t have to.

 Below find Cliffs Notes on PR Pros Must Embrace the PESO Model (Paid, Earned, Shared, Owned) written by Gini Dietrich for

Gini argues that an integrated PESO model will help pr practitioners stop thinking of themselves as only brand enhancers and start thinking of themselves as business drivers.

pesoThe PESO model takes the four media types—paid, earned, shared and owned—and merges them together.

Paid Media. Social media advertising, sponsored content and email marketing

Earned Media. Publicity or media relations

Shared Media. Social media

Owned Media. Owned media is otherwise known as content. It is something you own, and it lives on your website or blog.

When your integrated PESO model is working at its best, it can help you establish authority/thought leadership.

Where to Start

The easiest place to start—because you can control the messaging is Owned Media.

Create an editorial calendar.

As you begin to fill in topics for your calendar, start with one large circle– your main topic — in the middle of the page.

Draw six or more medium-sized circles. These are your subtopics.

From those circles, you’ll draw several small circles on each, which will serve as your supportive base.

Continue that until you’ve exhausted all your ideas around that one topic. Then you would have several pieces of content that help extend your main piece and begin to showcase your expertise.

How Do I Use a PESO Model in My Business?

You have the content and you’ll use shared media to distribute it, paid media to amplify it, and earned media to rubber-stamp it.

Shared Media

Twitter: On the day your content is published, tweet the link four times (three hours apart). On day two, tweet it twice, and once on day three.

Facebook: Post your content there once a day, and then consider sponsored content as part of your paid media campaign.

Google+: While Google+ isn’t great for social networking, it’s incredible for search engine optimization. Post content in there once a day.

LinkedIn: Post once a day to your personal account, your company page, your showcase page and to the groups you belong to.

The Others: It’s important not to ignore StumbleUpon, Reddit, Pinterest, Digg and some of the others. Test post in those spots just once a day and see what happens.

Paid Media

Paid media may be in the form of paid amplification (such as Outbrain or Sprinklr), sponsored content, native advertising, or sponsorships of influential blogs.

It also could take the form of sponsored content on Facebook or LinkedIn or sponsored tweets on Twitter.

You can start with a budget of as little as $5 a day. LinkedIn also often offers free advertising coupons to those who use the social network often. Take advantage of those!

While you don’t want to spend money to sponsor all your content, it’s a good idea to test it with one piece each month.

Earned Media

Now it’s time to build relationships with industry bloggers, journalists, and other influencers who may share your content.

On Twitter, create a list of bloggers and journalists you want to collaborate with. This will make it easy to follow them, share their work and start conversations with them.

Create a list of books and podcasts you want to review. Every author and podcaster needs reviews and ratings to gain more traction. They may be appreciative of the work you do there, and may be willing to do something for you in return.

On LinkedIn, create tags—such as “influencer,” “blogger,” “journalist” or “super cool kid”—so you can easily follow what they post and then share, share, share! This may lead to new relationships where you can ask them to share your content later.

On Feedly, create a list of bloggers to watch. Then any time they publish new content, share it with your own networks.

Eventually these influencers may share your content, include it in their own content or interview you for a piece they’re producing.

My personal addition: Don’t forget to distribute the news or content to your key list of editors via email (with a follow-up call if appropriate) and, for SEO, consider an online wire release.

What Should I Measure in a PESO Model?

For each media type, there are different metrics to track.

Paid Media. It depends on the tactics you use under this umbrella, but could include the following:

  • Social media marketing, such as Google AdWords
  • Landing pages and how many people download your content and go into your email marketing database
  • Increases in the qualified leads in your email marketing database
  • New fans or followers who come from reading your sponsored content
  • Leads and conversions

Earned Media

  • Influencer scoring: Does an influencer with 10,000 followers have the same score as someone with 1,000 followers? It could very well be that the person with 1,000 followers can incentivize purchase with 10 percent of his followers, while the person with 10,000 followers can incentivize purchase with only 1 percent.
  • How much Web traffic comes from a story about your organization?
  • An increase in new audiences

Shared Media.

You have to track the number of fans and followers, because sharp declines—or a trend of decreasing followers—will tell you something is wrong. But an increase, week after week, do not results make. The following do:

  • Track the effectiveness of brand ambassadors.
  • Assign points to things such as likes, retweets, shares, and comments.
  • Use unique URLs, coupons, discount codes, or even telephone numbers only in your social media efforts. This will tell you whether you’re getting results from these efforts.

Owned Media.

Unique visitors, time spent on the site, and bounce rate.

  • Email marketing
  • Track downloads and shares
  • Track the effectiveness of a community by whether they’re referring business to you.
  • Is it driving sales?

I hope this can serve as a helpful checklist.  Here is a link to the entire article which includes a couple of good infographics.

CliffsNotes on Money Well Spent: Tips for Showcasing PR’s Value by Shonali Burke

Monday, June 8th, 2015

CliffsNotes on Money Well Spent: Tips for Showcasing PR’s Value by Shonali Burke via Cision

i-measuring prI listened in on this 46 minute webinar and have compiled CliffNotes here for those who don’t have to the time to check it out.  I’ve timed reading my notes and it takes 2 minutes and 32 seconds.  So I save you over 43 minutes. But, if you can set aside an ¾ of an hour to listen, it is well worth it:

Key points:

  • In pr, our metrics are often poor, even though we work really hard.
  • We need to show value.
  • Now there’s a lot of excitement about SM platforms but measurement can be confusing.
  • We often put the cart before the horse in trying to make our metrics match up with programs already in place.
  • We must first stop and ask:
    • What are we trying to do?
    • Why is it important?
  • Every organization tries to do one or more of the following three things
    • Raise revenue
    • Lower costs
    • Increase customer satisfaction
  • First, about bad measurement:
    • Impressions should not be the be all end all and mean nothing if not put in context as to what they should accomplish
    • AVE (Advertising Equivalency) Advertising is paid, editorial is earned.  So, this isn’t an accurate measurement of PR’s value.
    • ROI: This is never measured properly so a better option is cost benefit
  • WTF (What’s the Formula) Ha, I know what you were thinking
  • Listen, Analyze, Implement, Improve
  • Case Study: Blue Key Initiative by UNHCR, a nonprofit for refugees worldwide
    • Goal was to increase awareness
    • Since refugees don’t have a key to their home, they designed the Blue Key program selling blue key pendants for $5.
    • Set a goal with the client to sell 6,000 by the end of the year
    • Fundraising was a lower priority of this program since it would only bring in 30K before costs.
    • Key priority was to drive traffic to the website and get people to opt in to newsletters and other communiqués, get them vested in the program
    • Since refugee population tended to integrate well after leaving camp, they were actually invisible and voiceless.
    • Challenge: to find a voice for them
    • Researched bloggers and influencers who would champion their cause
    • Used tracking links via Google URL builder to track traffic from SM networks to the site’s Home page; About page and Blue Key Sale page
    • For example: Inserted tracking link (verses a plain hyperlink) in a PR Web news release to see how many were driven to website via the release. Also did the same for FB, Twitter, newsletters etc, utilizing shortened URLs
    • Also set up a FB group for the champions so they could network and get to know each other
    • Stimulated conversation so champions would get to know each other, also incented champions to “do more” by keeping them informed about results (e.g. 16 % increase in traffic; 258 people tweeted #bluekey today, etc.
    • As a result, champions suggested and carried out 12-hour Tweetathons.


  • Use simple, solid cost effective metrics to measure results including:
  • Google analytics
  • Google spreadsheets
  • Your brain
  • Key goal in this case study was to get people to the web, and, secondly, online donations, both easy to measure with Google Analytics
  • Don’t get caught up in all the fancy tools. Just use what you need.  In this case e.g. hootsuite, tweetreach.

Measurement Smarts

  • Define your measurement universe
  • A small amount of research up front will save you a lot of time
  • Impressions mean nothing on their own
  • Context is everything
  • Begin at the end

Here’s the webinar link:

Listen if you can.  There’s a great Oxfam case study included as well. I promise this is not another boring metrics lecture.











Throw out PR measurement relics for more relevant metrics

Thursday, June 26th, 2014

When a client asks for advertising equivalencies to justify pr, I always try to explain the inaccuracy of this measurement for many reasons, not the least of which is that editorial is several times more trustworthy and authentic and has a great deal more pass-on value. PR Newswire’s free webinar entitled How to Tie PR Metrics and Reporting to Business Results is a great resource for finding a mix of metrics that make more sense for today’s landscape, including measurements of social conversation, mentions and search term use. Here is the webinar and you can also just view the slides if you don’t have an hour to sit through the presentation.    

The Proof of PR: Ideas for Measuring

Thursday, April 22nd, 2010

 I decided to briefly tackle the tough question of measuring pr because now more than ever it can’t be ignored.  Thankfully, a couple insightful articles backed up my belief that it is possible.

A recent piece in Journalistics, a blog about journalism, public relations and social media topics reminded readers that knowledge of the big picture should be numero uno.  If you are aware of the key business objectives than it is possible to tie back the results of pr to see if that objective is met. Also before even addressing specific measurement techniques it is important to communicate with the sales force as they will know what if any hits have driven business.

 There’s a variety of measurement techniques for both traditional and new media pr including ad equivalency, content analysis, number of fan page followers, number of blog entries  and clicked on links and SEO rankings.  And it is also very helpful to do media/influencer audits.  Media hits are crucial of course but they don’t communicate change in perception.  You have to hear that from the horse’s mouth.    

Now it seems you can even assign a monetary value to Facebook activity.  In a recent SNEWS article, Michael Hodgson explained that social media management company Vitrue  has determined that a company with a fan base of 1 million represents at least $3.6 million in equivalent media over the course of a year (assuming a $5 CPM — cost per thousand impressions). 

But even more interesting was Michael’s mention of a Harvard Business Magazine story. It investigated how much consumers were influenced by a specific company’s  fan page.  Fans of the business were more likely to visit the business, recommend it to others, and feel an emotional attachment to it.

In summary, it’s impossible to have a universal system to measure public relations.  Every company is different and it takes a combination of quantitative and qualitative methods to determine value.  But it can be done.