Understanding your exposure is only half the picture.
Let's say a story about your company ran in 3,800 publications last week. While your exposure may be strong, the impact of your coverage could be weak. Because not all media coverage is created equal. And you can't measure success on reach alone. Cision's unique approach to media analysis helps you judge the quality and quantity of every news item and determine its exact impact on your company or brand.
Impact Score
Where is your story located in the publication? Are people reading it - skimming it - skipping it? Most importantly, do they remember what it says about your brand or company, and is it influencing their perception of you? Cision has identified and tested the most important attributes that make up the "quality score" of a news story, and created a proprietary six-factor model that tests the true stickiness of your coverage, including Placement, Headline, Initial Mention, Extent, Dominance and Visuals.
All of these prominence factors serve to help Cision analysts quantify the true reach of your messaging. But, we don't forget the other big issue at hand - the kind of editorial attitude conveyed in the story. Is the news item overwhelmingly positive, neutral or even critical of you? Cision's Impact Score combines both these prominence and tone factors to measure an article's overall "performance" on a scale from +100% to -100% and determine the full impact of each message on your audience.
Net Effect
And by multiplying the reach of your messaging (audience size) by Cision's Impact Score, you'll be able to better understand the Net Effect of every news mention. Not just on your company, but on your competitors as well.
Discover the full impact of every message. Contact us to learn more about Cision's Impact Score and Net Effect media relations metrics.
Placement: Where your news item appears in the publication, for example, a front page article as compared to an insert.
Headline: Whether your brand or company name is mentioned in the item's headline or sub-head.
Initial Mention: Where your brand or company's name first presides in the article itself.
Extent: The overall scope of your coverage.
Dominance: How exclusively your brand or company is mentioned in the coverage compared to other named organizations.
Visuals: Whether or not there are attention-grabbing graphics included with your story.
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