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Advertising and media
Misleading PR metrics and what to report instead
| Common metric | Why it misleads | Report instead |
|---|---|---|
| Media value (AVE) | Prices the space, not the effect; negative stories count too | Outcome change against a baseline: awareness, trust, enquiries |
| Number of clippings | Counts volume; ignores outlet relevance and the message | Share of coverage in target media that carries the key message |
| Total potential reach | Adds up audiences that never saw the story | Coverage quality score and share of voice against competitors |
| Social impressions | Shows exposure, not understanding or action | Engagement, referral traffic and actions tracked with UTM links |
| Common metric | Why it misleads | Report instead |
|---|---|---|
| Media value (AVE) | Prices the space, not the effect; negative stories count too | Outcome change against a baseline: awareness, trust, enquiries |
| Number of clippings | Counts volume; ignores outlet relevance and the message | Share of coverage in target media that carries the key message |
| Total potential reach | Adds up audiences that never saw the story | Coverage quality score and share of voice against competitors |
| Social impressions | Shows exposure, not understanding or action | Engagement, referral traffic and actions tracked with UTM links |