Краткое руководство по медиаанализу и оценке эффективности PR

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<p> 1. 1 2. 2 ...................................................................................3 ...............................................................................3 PR-: ................................................................4 ...............................................................4 ................................................................................................................................................................5 .....................................................................................................................................................8 : , , (KPI).......10 ................................................................................................................................................................................. 10 , ................................................................................................................................. 14 Media Presence (MP)............... 14 Geographical coverage........................................................................... 14 Media Outreach (MO)............................................................................................................ 15 Cost per mille (CPM)......................................... 15 Media Favorability Index (MFI) ................................................. 16 Key Messages (KM)........................................................................................... 16 ......................................................................................................... 17 PR PR Value (PRV, PR).............................................................. 17 Perfectness Rate Mean-Perfectness Rate (PRt, M-PRt)................................................................................................................................................... 19 Media Quality (MQ)............................................................................................. 20 ................................................................................................................... 22 Social Media Presence (SMP)................................................ 23 Social Media Outreach (SMO)..................................... 23 Engagement Index (EI) ................................................................................... 24 Endorsement Index (EI)......................................................................................... 25 Social Media Favorability Index (SMFI) ....... 25 Topic Engagement Index (TEI)...................................................... 26 ........................................................................................................................................... 26 .................................................................................................................................................. 27 KPI PR-: ..................................................................................................................... 28 KPI PR-: Social Media...................................................................................................... 29 / / ...................................... 30 SM- ......................................................... 31 ............................................................................ 32 PR- ............................................ 33 3. 3 , , , , , , . - media analysis , , , , , , . , , , , . , , . PR , HR . : ; ; ; ; PR-; PR- ( ). - , ; / ; ; ; ; ( ); , , ; , , , , ..; ; 4. 4 (Social Media Marketing); , , ; ; PR- , .. , , HR-: -, ; ; ; , . , . PR-: . 2010 (AMEC), (IPR) (ICCO), - (). , PR- : 1. . 2. PR- , PR-. 3. PR- , . 4. . 5. (AVE - Advertising Value Equivalent) PR. 6. . 7. . AMEC . 2014 AMEC ( , ). , 5. 5 . , : 1. , . , , . 2. , - . -, -. , . , PR . 1. , , , . 2. , . , . 3. , , . 4. , , . . 5. (, , ) . , . . 6. 6 , . , . , : 1. , ( , PR, ..) 2. , (, , , .) , - . 3. (, , ..) . 4. ( , , ), . 5. , . (tiers), , , . 6. ( , ) 7. . , . 8. ( ). , , , , , . 9. , , . 10. , , . . , , , . , , . , . 7. 7 . 1. . : ( SM , ), , URL ( ) .. (, ). , . , . , (, ) . . , , , . , . . , . 8. 8 . , , . , , . . . , . , : , / . , . . , . , , . , , .. . Dashboard ( ) , . , . : (2-3 /); (, , ) ; , ; / . : ; ; ; . 9. 9 ( ). . . , , , , . , , . , . PR- . : , , , , , . : 3 . SWOT-. , / KPI. PR- , ( ), , . - . , . , , , PR- . , , , , , , . 10. 10 , , . . , , . , , , , , , ( ). : , , (KPI) , , . , . , ( ), ( ). . , , . , ( , , , , , , .). , , ( ). - . . . 11. 11 . 2. / . PR-, , . , (, , , , ), . , . (, , ). . , , . , , , . . , . (Top Story, PRt). . , . () 12. 12 ( , ). , , ( ). . . / , - . . , , . : , , .. , . , , , , , . (PR Value, Media Quality, Top Story, PRt), . , , . , , , . . , . , . , . , , , , ( - ). . . ( ) (, ). , , , . ( ). , 13. 13 , . , . , , . , , , . , ( , , ). , . , , , , , , .. , . , . , , . , . . /. , , , , , ( ), ( ), . . ( ). ( , , , , ..) , , . 14. 14 , Media Presence (MP) Media Presence , . , , , . , . ; (); ; , ; . (, , - ..) Geographical coverage Geographical coverage , . , (, , ). , ; , PR- ( ); 15. 15 . geographical coverage , ; , ; . Media Outreach (MO) Media Outreach , ( ) (opportunities to see). , , . , . , ; PR-; ( ); , ; . , . Cost per mille (CPM) Cost per mille . , 1000 . CPM , . 16. 16 CPM , . ( ). Media Favorability Index (MFI) Media Favourability Index , . . , , , , , . ( ) ; , , , ; KPI . , , ; , . Key Messages (KM) (Key Messages) , PR-; , . . , . 17. 17 ( ). , , ; ; ( , PRt). , PR- . , , KPI, . , . : PR (PR Value), (Perfectness Rate) (Media Quality). , , , . PR PR Value (PRV, PR) PR Value , , ( , , ..) . , , AVE, , . . , ( ) , . 18. 18 AVE ( , ) (AMEC) . PRV , AVE, . . PR- , , . KPI. , PR- ( , , ..) PR- PR Value . PRV . - PR- . , , PR Value , AVE. , , ; - ; . . 3. PR 19. 19 Perfectness Rate Mean-Perfectness Rate (PRt, M-PRt) Perfectness Rate Model ( ) () PR- . PR- PR- . Perfectness Rate (PRt) . . : 1. , , , . ( Prime Time, , - ..); 2. ; 3. ( , ); 4. (, , , ), ; 5. , .. PR-. , . Mean Perfectness Rate (M-PRt) PRt . . (Top Stories c PRt 0.75), PR- PR- PR- ; (-PRt), , , KPI PR- ( , M-PRt); PRt M-PRt ( ) , PR- , 20. 20 /; PRt M-PRt . , , , . PR-, . , , , , (, ). PerfectnessRate Model : , , , ; ; PR-; PR- , . - , , , . , , . Media Quality (MQ) Media Quality , ; . , ( , , , ), , ( ) . MQ ; , , ..; 21. 21 MQ Media Quality Quotient (MQQ), , , , ; , , ; , , . , , , Media Quality, . , ; MQQ . KPI ; , , , , . . . 4. : MQ PRt 22. 22 , , , , . . , : , , , .. -. , , - Twitter ( ). . . , (, FaceBook Twitter ). , . , . . . , , -. , , . ( , ). . , , - . , , . 23. 23 Social Media Presence (SMP) Social Media Presence , . , . , / . , , ; . SMP , , , . , ; ( 30 , .. 5 ). Social Media Outreach (SMO) Social Media Outreach , . , . , / / ; , , , ; SMO , - . 24. 24 . , ( , ). Engagement Index (EI) Engagement Index , , , - . , , . , , ; EI . , , , , ; , .. , PR-, KPI. Engagement Index , , / ; ( KPI), , . </p>

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