What is PR-value – and how to track it with All Ears
What is PR-value?
PR-value is one of the most efficient ways of measuring the ROI of your communication. It translates the outcome of PR activities into monetary value.
PR-value conveys the financial value of reaching the same audience through paid advertising thus making it easy to measure and compare the ROI profit of paid, organic, and earned media.
Why is PR-value important?
Studies show 82% of communication professionals find it challenging to track the ROI of their campaigns. PR-value gives you hard data on the value of your communication impact, which makes it possible to calculate the ROI for earned media.
Reasons to measure PR-value:
Showcase communication impact. PR-value shows direct results on communication activities and makes it easy to showcase impact.
Compare and improve. Comparing the PR-value for different campaigns, channels, and content gives you actionable insights for improving communication impact.
Work proactively. By measuring PR-value you can keep track of progress and understand what works, and what’s in need of a different strategy.
Optimize your media mix. By quantifying the financial impact of your earned media, you can compare it with the effects of paid media, and find the optimal mix of paid and earned channels
How does All Ears measure PR-value?
We measure PR-value using unique AI and machine learning. We automatically transcribe millions of mentions into reliable data.
The formula used for calculating PR-value is multiplying reach, CPM (advertising cost), and a PR-factor.
Reach
Reach estimates the total amount of impressions generated from any published content. For example, reach can refer to the number of views on a YouTube video or the number of subscribers of a podcast show. Read more about reach here.
Unique PR-value for podcasts
Since PR-value is higher than ad value, an additional PR-factor is added to the
calculation. We use the industry standard 2,4. However, the factor can be adjusted if your company wants to.