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Analysis Key Performance Indicators

Measuring what matters_pressrelations

Key performance indicators: Measuring what really matters!

In order to reflect the performance of PR, communication or marketing campaigns, there are several performance figures which provide detailed insights into which success has in fact been achieved. We deliver measurable and goal-oriented metrics for your reporting, thus making make your communication success visible!

Linking KPI metrics – Insights win!

On request, we relate the determined key figures from the media analysis with different indicators from other areas (for example, internal communications, online communications, social media activities) and visualize the results in a communications dashboard. Relevant data can thus be perceived at a glance – comparable with an instrument panel in a car – and be used for controlling of the communications departments, and reporting to management and other stakeholders.

Communications dashboard

In contrast to conventional presentations, the Communications Dashboard allows for an interactive display of the data. By clicking on a single graph, you can access detailed information about your KPIs, or compare the results from quarter to quarter. This approach allows to start from a relatively highly condensed KPI and to engross these results at one or two further levels.

Some examples of possible KPIs can be found here:

Absolute article number

This KPI refers to the number of news items mentioning the analysis object within a certain evaluation period and in a pre-defined media panel.

Advertising Value Equivalent (AVE)

The Advertising Value Equivalent (AVE) quantifies the equivalent value in euros, which would have been spent for the publication of an advertisement instead of an editorial article. For print articles, the AVE is generally calculated as a product of the ad price and its size in square centimeters (cm²). For online articles, it is calculated using the factors visits and cost per thousand (CPT) for a full banner ad with a resolution of 468 * 60 pixels. For radio and TV ads, the figure is calculated based on the advertisement price per second, depending on the broadcast date (time / day). On request, the AVE can be weighted on the basis of content-related analysis criteria.

Acceptance level

The acceptance level of the media coverage is calculated as the average media acceptance, i.e. the average article tonality. To this end, every news piece subject to analysis is evaluated on a scale of 3 or 5, depending on the respective agreement with the client.

Printed / distributed circulation

In print media, the printed circulation defines the number of copies produced in a printing operation. In contrast, the distributed circulation includes not only sales through retail and subscription, but also copies distributed free of charge. By default we use the distributed circulation as a KPI denoting media reach for the print segment.

Initiative ratio

This KPI defines the overall share of news pieces on the company subject to analysis that can recognizably be traced back to PR and media activities (i.e. press releases, events, interviews, byline articles, etc.) relative to the total news coverage. As a result, a high initiative ratio gives evidence of successful PR / media work.

Media Impact

The Media Impact describes the relevance of the used traditional media. Attributes on which the ranking is based, include media type (type of publication), circulation and distribution. To this end, the different media types among each other and the individual media within a certain type of publication are related to each other.

Media Reputation Score

Our Media Reputation Score summarizes the presence of KPIs and media acceptance level with regard to the topics relevant to a company's reputation. These “reputation dimensions” are scientifically tested and can be weighted according to individual specifications and objectives. The total score and sub scores make available an effective control tool for media and PR work in more long-term analysis projects.

Share of voice

This ratio shows which competitor dominates the media coverage within a market and what share of attention any company receives. In benchmark analyses, the share of voice (also: share of discussion) is calculated from the proportional media coverage elicited by a company relative to the industry average.

Strategic reach

In print media, the strategic reach defines the number of readers that are in fact reached by a medium, starting from the basic assumption that a hard copy is usually read by several people. In online media, figures on visits are taken as a basis, which are converted from monthly figures to daily data.


A visit is related to the use of a web page / top domain, not to individual articles or sub-pages. It starts with the first generation of a page impression; each additional page impression, which the user creates on this website within the next 30 minutes, is assigned to this visit. Visits as an indicator of reach are reported on a monthly basis for online media.

Romina Gersuni, Global Strategy Manager

Your contact:

Romina Gersuni

Global Strategy Manager
Klosterstraße 112
40211 Düsseldorf
Tel: 0211 / 1752077 - 814
Fax: 0211 / 1752077 - 41
romina.gersuni (at) pressrelations.de 

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