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TNS Cymfony Unveils PR Measurement Model
TNS Cymfony - which analyses market influence in social and traditional media - has introduced a model to help PR and communications professionals measure the impact of their work.
The firm says that unlike other PR measurement models, its new Verismo system can be customized according to the client's communications objectives, and can help PRs pinpoint areas which require improvement.
Firstly, the initiative measures whether the intended audience was reached by using a calculation which divides the total circulation of key publications that ran a story by the aggregate circulation of all publications on the target media list.
In addition, the system gauges whether the key message was communicated, based on four elements of communications effectiveness: Visibility, Reputation, Influence and Sentiment. The firm says this reflects the many variables that impact whether a reader is likely to see a brand or company message and have their opinion influenced by the placement.
Verismo defines and weights each of these components to reflect the company's goals and priorities, and then creates a model of the degree to which an article delivers against the communications objectives.
'Even though measurement has been a hot topic in the PR industry for years, communications professionals still struggle with the lack of clarity of what should be measured and how to relate these metrics to important goals,' explains TNS Cymfony President Andrew Bernstein. 'The Verismo model is an initiative-based, custom score that is rooted in communications objectives, not in counting clips.'
TNS Cymfony, a division of TNS Media Intelligence, is online at www.cymfony.com .
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