It’s all well and good getting media coverage, video views and social shares, but what difference is all that activity making to your organisation?
At Journalista, that question lies behind every strategy we develop, so we take evaluation of our work extremely seriously.
That means paying close attention to documents such as the Valid Metrics Framework (excerpt below), developed on the back of the Barcelona Principles which set out the acceptable measures for assessing the impact of PR.
We provide our clients with evaluation that not only assesses our activity in terms of media clippings, but detailed dissection of messaging, sentiment analysis and share of voice. And crucially, we look at the discernable difference our work has made on their business in terms of changes in attitude, strength of reputation and increased business activity flowing from PR.