Surveillance Data index to help firms gauge PR impact

PHILADELPHIA: Surveillance Data (SD) has developed a metric designed to help PR companies measure media coverage in relation to business outcomes. The Media Prominence Index (MPI) will now be part of PRtrak's web-based offerings.

PHILADELPHIA: Surveillance Data (SD) has developed a metric designed to help PR companies measure media coverage in relation to business outcomes. The Media Prominence Index (MPI) will now be part of PRtrak's web-based offerings.

Gary Getto, VP of SD, said MPI has been in development for the past three years, but has been fine-tuned over the last year. It combines media value with tonality and prominence of the story to determine a value for a particular placement that can later be used as a benchmark.

"This is a formula that has been tested based on actual correlations with outcomes, story calculations, and the real world," Getto said.

One of the main objectives of the MPI, he added, is to provide an alternative to ad value equivalency, which is often used as a way of measuring the value of an unpaid media mention.

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