How to Measure the ROI and Editorial Value of Clipping in Press Communications

Clipping, which involves the collection and analysis of mentions of a company in the media, has become a strategic tool to measure the impact of communication actions. In a context where information circulates quickly and reaches a wide audience, clipping helps us determine where news is published, how many people read it and, most importantly, how they perceive our messages. These factors have a direct impact on the business, making clipping a critical function to achieve business objectives.

Measuring the return on investment (ROI) and editorial value of clipping in communication campaigns is essential for companies seeking to maximize their efforts and obtain tangible results.

Evaluating the quality and impact of messages on clipping is crucial. Quality not only refers to the content itself, but also to the context and tone in which the mentions are presented. Here are some steps to measure message quality:

Types of media and audiences

• Where News is Published: Identifying the media where news is mentioned helps understand the reach and credibility of the publications. Appearing in the country’s main economic media is not the same as appearing on a niche website about pet products.
• Media Audience: Quantify how many people have access to publications and who these audiences are.

Message Perception

• Tone of Mentions: Evaluate whether the mentions are positive, negative or neutral.
• Context of Mentions: Analyze how the information is presented and what aspects are highlighted.

Quantifying ROI and Editorial Value

Unlike metrics in digital marketing, measurements in public relations and brand reputation focus on the quality of messages and the tone of mentions in the media. However, these insights can be analyzed in quantitative terms for better understanding and precision in the necessary adjustments:

ROI of Communication Campaigns

• Equivalent Advertising Value (EAV): Calculate how much media coverage would cost if it had been paid for as advertising.

Editorial Value

• Number of Mentions: Count the total number of mentions in media and platforms.
• Total Reach: Measure the combined reach of all mentions.
• Mention Sentiment: Evaluate the overall sentiment of mentions to determine the emotional and perceptual impact on the audience.

Measuring the ROI and editorial value of clipping not only provides an accurate assessment of the impact of communication campaigns, but also allows for strategic adjustments to continually improve. The combination of quantitative and qualitative analyzes is crucial to understanding the true value of media mentions and the effect of messages on brand reputation.