Gross media impressions -- how many viewers, listeners or readers saw or heard the story.
Message pull through -- indication of how many times core messages were conveyed in a story.
Ad dollar equivalency -- the comparison of how much it would cost in advertising dollars if a company placed ads that ran on the outlets at during that timeframe and length of time.
Web site clicks -- spikes in Web site visits during a PR campaign. For example, there should be some measurement of traffic right after a SMT. Same goes for phone calls if a phone number is given. |
