PR roadmap
PR companies certainly play an important role in companies’
“efficient and effective” appearance in the media. Prior
to the measurement/evaluation process, Vedea draws the
PRroad, which is a roadmap to directly influence the
results, together with its clients and PR companies.
PRroad
While planning your PR activities, which channels
must you use to form a contact with your company’s
target audience?
What’s the percentage of newspaper readers in your
target audience?
Which magazines are preferred? What must be the direction
of your media communications?
 Vedea
and PR agencies cooperate to find answers to such questions
and to create the PRroad. PRroad selects target channels,
using reports that also assist communications consultants.
PR measurement
It is vital to go beyond the column-cm calculations
while measuring/evaluating the visibility created
by PR agencies. Vedea offers scientific measurement
methods to reveal the most accurate results of PR
activities.
 PRmeter
PRmeter is a Vedea skill to measure the reflections
of PR activities in the media. It is based upon
quantitative survey techniques.
PRmeter is based upon the Turkey Press Readership
Survey, which is created by the answers to 48 thousand
face-to-face questionnaires including closed-end
and half-open questions. This survey, evaluating
not only the dailies but also the weeklies, monthlies,
bimonthlies, etc, provides detailed information on
the readership and reader profiles of publications.
PRmeter uses this data to evaluate the reflections
of companies and competitors in the media and the
reach of news.
This survey answers the following questions:
- What is the real total reach of the news?
- How effectively
and to which age group did the news reach?
- Which
socio-economic profile did the news reach?
- What
is the educational profile of the audience reached?
- What
is the gender of the audience reached?
- What are
the possessions of the audience reached?
- What are
the consumption habits of the audience reached?
Using such detailed
information, PRmeter measures
companies’ power
to reach the target audience in the light of
numerical data.
PRanalysis
While evaluating companies’ PR activities,
one needs an effective analysis to avoid
comparing apples and oranges.
Vedea’s PRanalysis service evaluates companies’
and competitors’ reflections in the media via
qualitative methods. While evaluating the perception
of the news, the influence is divided into
6 categories and both the direction and strength
of the influence are scored.
The 6 categories are as follows:
- Influence on
brand awareness
- Influence on product/service awareness
- Influence
on product/service quality perception
- Influence
on human resources perception
- Influence on financial
strength and profitability perception
- Influence
on company’s corporate prestige
After the scoring is completed, evaluations of the 6 categories are combined and compared.
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