H&K will release new tool to track the impact of PR

LOS ANGELES: Hill & Knowlton is getting ready to unveil an evaluation toolbox that it says will take the measurement of PR impact to the next level.

LOS ANGELES: Hill & Knowlton is getting ready to unveil an evaluation toolbox that it says will take the measurement of PR impact to the next level.

LOS ANGELES: Hill & Knowlton is getting ready to unveil an evaluation toolbox that it says will take the measurement of PR impact to the next level.

The new tool will reportedly improve on traditional methods of measuring editorial coverage by quantifying its effect on target audiences and isolating the impact of PR from the other components of integrated marketing communications.

Three other WPP firms - Millward Brown, Millward Brown Precis and MindShare ATG - created the model called 'Precision'. It will launch in this country before year's end and roll out globally over the next few months.

Mary Lee Sachs, EVP worldwide marketing communications at H&K, explained that the model had three components: strategic media targeting and planning, media impact measurement and consumer/stakeholder attitude tracking.

Initially, MindShare ATG implements media targeting and planning. Millward Brown Precis then monitors and measures the success of a campaign's output.

That enables Mindshare, via its proprietary 'PRMix' tool, to assess a campaign's reach and frequency, and provide a detailed analysis of PR exposure for the target audience by media channel.

Millward Brown completes the jigsaw. Using tracking methodology and modeling this against the Precis media impact data, it analyzes the effect of editorial coverage on target audience.

The system's creation involved an academic advisory panel from around the world.



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