November 2014 sees the introduction of a new measurement service from NLA media access, which takes PR measurement beyond some of the more limited, traditional evaluation metrics such as AVEs or OTS and moves into publisher data driven insights.
NLA media access, through its relationship with publishers, is providing media monitoring agencies and their public relations industry clients with valuable and previously unavailable new data from newspaper publishers. NLA Article Impact Measurement (AIM), the tool delivering this data, was demonstrated to media monitoring organisations, PR agencies, membership bodies and publisher representatives at a roundtable last week.
For the first time publisher data on readership and sharing is being broken down on a per article basis. AIM brings together page views, secondary website republishing counts and social media data for each article, allowing clients to see exactly how different stories compare both in terms of baseline audience and wider viral reach.
At the roundtable we demonstrated the insights available via AIM using the example of Tesco, a brand which has a huge range of both positive and challenging coverage to sift through recently. Tesco’s new Hudl 2 product drove the vast majority of Twitter activity through a press mention in the Guardian whilst the adverse coverage relating to its accounting practices was outweighed by another negative story in the Evening Standard about guide dogs, which in fact had the greatest page views. Their attempt to counter this with a charitable donation had very few views. These insights are unique to the AIM service.
The service is still in its early stages but we expect it to shortly be available to users via licensed media monitoring organisations such as Gorkana, Precise, Prime and Meltwater. The buzz in and around the PR and evaluation industry has been very positive, with coverage appearing on a number of trade blogs, including these from Hotwire PR, PR Moment and AMEC.
If you are a business or PR agency interested in a trial of the product, please contact me on bjohns@nla.co.uk
Bob Johns, Sales and Client Service Manager, NLA media access