Analyze PR impact by media type with data and measure it as an objective monetary value

PR Value is an indicator that converts earned media coverage into advertising value so PR performance can be understood in monetary terms. It is based on a traditional evaluation method that translates the positive exposure effect of editorial content into the cost required to achieve similar exposure through advertising.

The calculation starts with AVE (Advertising Value Equivalent), then applies article-specific weighting factors and editorial tone.

Unlike standard advertising, news articles can vary in real attention and influence depending on placement, title and image exposure, the prominence of a company or brand, and whether the report was exclusive. We therefore reflect additional factors such as exclusivity, prominence, and placement to evaluate the PR value of each article in greater detail.

PR Value uses AVE as the base advertising cost and then sets weighting factors according to media characteristics and each client's evaluation criteria. It also reflects placement, brand prominence, exclusivity, and article tone to derive article-level PR value.

Because weighting factors and application criteria can be adjusted to fit each client's PR strategy and measurement goals, clients can review customized PR Value rather than a one-size-fits-all metric.

• *Placement factor - This reflects the attention level associated with where the article appeared in print or broadcast. Weighting is applied according to the influence of the exposure location, such as the front page of a national daily, the business section, other print sections, or a TV broadcast.
• *Prominence factor - This evaluates how visibly the company or brand was presented in the article. The weighting reflects factors such as whether the company name appears in the headline, whether an image was exposed, and whether the headline and image were shown together.
• *Exclusivity - This evaluates both the share of the article focused on the company and the exclusivity of the coverage. Weighting is applied according to the exposure format, such as an exclusive report, a joint report covering multiple companies, or a simple mention.
• *Editorial tone - This reflects the emotional impact of the article content on the company or brand. The reporting tone is classified as positive, neutral, or negative and applied to the final PR Value.