I’m speaking at the PR Summit today about messaging media and consumers on emerging technology and devices. Naturally, my outrageously professional moderator Cassie Philipps asked each speaker for a few questions. The one I asked was less about messaging and more about looking at the root of some of the problem.

How are PR and media measured differently and how can a good story help both?



PR Metrics
PR agencies tend to secure a monthly retainer from their client. From there, media relations people keep a log of billable hours and in some cases get paid out a bonus for hitting their targeted list of contacts. So basically:

  1. Reputation: People who pitch great stories, get more stories written and forge better contacts with publishers. In other words, you get your emails answered and name gets picked out of a pile of emails.
  2. Placements:Media relations people are measured by the number and quality of stories received in top tier publications; and,
While top tier publications like the New York Times might seem like a fantastic win from a PR perspective, if the views and conversation on that particular article are unusually low, it’s a loss for the writer.

Bloggers Metrics
Clearly I can’t speak for everyone, but I’ve been measured on:
  1. Traffic: Some writers get paid a traffic bonus for writing a super viral post and are reprimanded for writing too many unpopular stories;
  2. Reputation: Those who break stories or write well-researched stories are rewarded in links from the elite techies, invites to panels and closed events, greater access to upcoming stories, and greater voice in the larger tech community;
  3. Engagement: Links, comments, shares and bookmarks increase distribution amongst an audience and can lead to increased reputation through metrics like Google Page Rank. Social links also add a layer of traceable distribution which increase socially-driven page views and in turn, all that data will also help organic search traffic.

What the Heck Does it All Mean?
Perhaps the disconnect here is that where media relations metrics end, blogger metrics begin.

Writers need to appreciate the work and research that goes into reaching them, and media relations people need to look at the entire lifecycle of the post.

Most news stories get their peak traffic and engagement in the first 3 hours of publishing. Those are the hours you can see when the story will hit Techmeme or HackerNews front page, whether it’ll get retweeted or Facebook liked by influential community members, and whether the community generally respects the work. A great story isn’t just a client placement or a traffic driver, but a giant burning ball of conversation. The more we all contribute to this, the easier it is for us to coexist and feed ourselves.

Messaging and Writing Sticky Stories
I’ve said it before and I’ll say it again:

If bloggers can find a way to relate the story to an existing celebrity (with a large audience), connect it to a major and timely event, incorporate a narrative that affects millions, demonstrate popular and conflicting opinions, is regionally significant, or brings a unique point of view to light, they’re more likely to have a popular story on their hands.

In addition to all of these points on newsworthiness, bloggers and media relations people need to acknowledge the strengths and weaknesses of a competitive market. Clearly a story’s unique angle can’t be the same angle as a pitch that was written about yesterday. A list of key features, high-profile executive and demonstrable differentiators can also help build the story.