News

Share of Voice in Digital Markets

What is Share of Voice? How Does it Relate to PR Measurement and Evaluation?

Share of voice (SOV) is a term used by those measuring a brand’s profile. It determines the extent to which it is visible within a market. Traditionally it has referred to a brand’s share of the paid advertising in its marketplace. However, growing access to digital data allows Share of Voice to be applied to…

Share of Search

Share of Search and Beyond: A Guide to Harnessing Digital Measurement

Our first project as one of the founding members of the PRCA Innovation Forum has been to collaborate on a guide to the growth of digital metrics for the measurement and evaluation of PR and marketing campaigns. The resulting report, ‘Beyond Share of Search’, is a valuable introduction to the topic and its basic principles.…

Ability to Influence

Ability to Influence: A New Way for PR to Rank Media Targets

PR media lists have traditionally cast a wide net. Seeking to reach out to as broad an audience as possible and build an impressively long list of hits. However, rather than spreading effort too thinly, new methods to assess the influence and impact of online media are allowing PRs to better refine and refocus their…