How Do You Assess the Value of All This Information You Find on the Internet

Exploring the Link between Share of Media Coverage and Business Outcomes

by Angela Jeffrey, APR Vice President Editorial Research, VMS Dr. David Michaelson David Michaelson & Company, LLC Dr. Don W. Stacks Professor, School of Communication University of Miami Members, Commission on Public Relations Measurement & Evaluation

Published by the Institute for Public Relations April 2007

Exploring the Link between Share of Media Coverage and Business Outcomes By Angela Jeffrey, David Michaelson & Don Stacks Copyright © 2007, Institute for Public Relations www.instituteforpr.org

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Exploring the Link Between Share of Media Coverage and Business Outcomes

Angela Jeffrey, Dr. David Michaelson, and Dr. Don W. Stacks Angela C. Jeffrey, APR, is Vice President Editorial Research, VMS, and a member of the Commission on PR Measurement & Evaluation. Jeffrey spent two decades in PR, advertising and marketing with the J. C. Penney Company and major national agencies before starting Jeffrey Communications. She founded PRtrak to provide automated media analysis reports. InABSTRACT the firm to Surveillance Data, Inc., which enhanced the platform by 2002, she sold adding “Share of Discussion” analysis. In 2005, New York-based VMS (Video Monitoring Services) acquired PRtrak. She has won several PRSA Silver Anvils and IABC Gold Quills, Since the founding of public relations, practitioners have intuitively and in 2006 was named a finalist for PR News “Measurement/Research Expert of the Year.” Inbelieved her the power in Porter Novelli’s 2006 Jack Felton Golden Ruler Award for addition, in firm shares of positive unpaid media to affect behavioral excellence But does it really work? If so, how muchAngie graduated summa cum goals. in public relations measurement and evaluation. coverage is needed? laude from Southern Methodist University with a BFA in Journalism and BBA in Marketing. This paper suggests a strong relationship between coverage volume David Michaelson, Ph.D., has over 20...