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New index measuring business results a game changer for PR

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The PR industry has long grappled with how to measure its work, with growing criticism of the industry’s tendency to focus on vanity metrics like advertising value equivalents

Razor PR has launched its proprietary Talkability index, a measurement tool that rebases measurement in earned media by tying its effectiveness to real businesses metrics.

A global effort to shift away from vanity metrics has met with only limited success. What’s been missing, says Chick, are measurable business results. Built in-house by Razor, the index was developed in response to the need for more relevant strategic measurement of the efficacy of PR and communications programmes. It pulls data from a variety of data points into a benchmarked algorithm that defines success against four pillars: conversation, opinion, endorsement and an overall talkability score.

“The Talkability index changes PR agency dynamics like never before; it puts executive decision informing power firmly in the hands of brand and communications leaders in the boardroom, and it arms them with clear-cut indications of the business impact of their marketing, brand and communications investment,” he says.

 

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