Measurement For Travel Brands | Maxwell PR

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TRACKING WHAT MATTERS Best Practices for Evaluating and Reporting Media and Blog Coverage Oregon Governor’s Conference on Tourism April 16, 2013

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Vicky Hastings Stacey Malstrom @vickyhastings @smalstrom

#ORGC @maxwellpr

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Why Do We Report?

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What Do They Want to See?

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New Mindset

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Industry Standards • Goal setting and measurement are important • The effect on business results can and should be

measured where possible • Media measurement requires quantity and quality • Advertising equivalencies are not the value of public

relations

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New Methodology

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Travel Oregon PR Objectives Project Annual Goal Results (Q1 - Q3) Feast FAMs • 7 media/blogger visits

• 7 resulting stories/posts scoring 7-10 points

• 8 media/blogger visits • 38 stories/posts • 94.7% scored 7-10 points

Niche • 5 research trips • 16 stories/briefs secured • Majority score 7-10 points

• 1 trip complete (3 planned) • 7 stories/briefs (4 planned) • 28.5% scored 7-10 points

Ongoing • 50-100 stories/briefs secured • Majority score 7-10 points

• 114 stories/briefs secured • 53.5% scored 7-10 points

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Consumer Travel Coverage

Points 0 1 2 3 4

Story Type ------------ Mention Brief/Roundup Featured Roundup

Oregon Feature Story

Media Tier ------------ Tier 3 ------------ Tier 2 Tier 1

Visuals No Yes ------------ ------------ ------------

Contact Info No Yes ------------ ------------ ------------

TOTAL LOW = 2 ------------ ------------ ------------ HIGH = 10

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Coverage Results To-Date

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Coverage Results To-Date

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Coverage Results To-Date

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A Tailored Approach

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Example Qualitative Objectives • Generate a story on ___________ in _____________ (topic) (media outlet)

• Convey _____________ in ________ of stories (message) (number)

• _______ of stories to score ________________ (percent) (target point range)

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Getting to What Matters • Key Message Penetration • Positioning/Placement/Prominence • Tone • Story Type • Shared/Sole Mention • Media Tier • Photos/Visuals • Website Link or Contact Info • Spokesperson Quoted • Quality of Comments

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Your Qualitative Layer

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Try Test Tweak

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Benefits • Provides a method for reporting

coverage that really matters o Focuses on what drives visits and

business

• Helps focus and prioritize media and blogger relations

• Prompts efforts, e.g., suggesting that a URL or contact information to be identified as a travel planning resource

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THANK YOU! Vicky Hastings Stacey Malstrom [email protected] [email protected] 503.231.3086