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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