Media Relations Rating Points (MRP) in Action… So What Next?

posted by Brendan Hodgson

H&K Canada’s marketing communications team recently completed a very successful product launch for one of our larger clients. For this program, the team opted to use the much talked-about MRP (Media Relations Rating Points) System by which to measure cost-per-contact and overall tone of coverage.

The results, in a nutshell, are as follows:

  • Total articles/stories: 624
  • Total impressions:  123,461,315
  • Budget: $149,050.00
  • Average Tone: 4.9 out of 5
  • Average Rating: 3.5 out of 5
  • Total Score: 84%
  • Cost-per-Contact:  $0.00121

Some key take-aways:

Our definition of “success”? The client was thrilled by the result, primarily for the reason that the numbers above satisfied the requirements and expectations of the executives to which that person reported. This is important, as it speaks to my earlier comments re. mapping to the expectations of the clients themselves. If this is how they define success, then run with it.

The time and effort to load 624 articles into the system individually was considerable – days – and must be factored into how the measurement function is budgeted.

The 5 rating point criteria used for this client included:

  1. Company/brand mention
  2. Spokesperson Quote
  3. Call-to-action
  4. Key messages / product mention
  5. 50+ words in broadcast segment / print / online

The ability to directly attribute the impact of PR on sales, although highly desired, is likely difficult given that this program was undertaken in partnership with a broader ad and online campaign.

So the next question is “what do we do with this?”… Is this now the benchmark against which future campaigns with this client are measured? One would hope not as this organization launches a wide variety of products annually, some more prominent than others. In such cases, clear expectations must be established at the outset. But, overall, the positive response from the client is a clear indicator of the impact meaningful metrics can have on demonstrating the value (as determined by the client) of PR.

3 Comments
21

Jun
2006

Katie Paine

Great stuff, glad to see some case histories on MRP use! The benchmark should be a similar launch by the competition. If your staff starts to complain about the burden of entering all that data, you might check out Cyberalert’s ClipMetrics or our DIY Dashboard –(www.diydashboard.com) — both systems automatically load most of the data in to the system for you — and can provide the same metrics as MRP.  

24

Mar
2010

Determining ROI for media coverage | Trade Secrets

[...] in a Canadian writing contest in 2007; he scored six out of 10 (60 percent). Brendan Hodgson blogs about his company’s use of MR2P when they rolled out a PR campaign for a large client. Their final score: 84 [...]

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