Communicators are under increasing pressure to prove the value of their earned media efforts. But what makes media coverage truly valuable??
For years, the industry has leaned on metrics like volume, impressions, and AVE, numbers that often favor quantity over quality. While these metrics have their place, they fall short of capturing the true impact of media coverage. The ever-present push to prove value requires a shift in the conversation from how much coverage you’re getting to how much it actually matters.
Beyond Volume: Defining Media Value
True media value lies in context, quality, and strategic relevance. A single mention in a high-authority outlet that aligns with your brand’s key messages can be more impactful than dozens of low-quality clips. To understand this deeper value, we need to look at media coverage through a more sophisticated lens that considers not just visibility, but significance.
PublicRelay’s Media Significance Score (MSS) does that.
By combining five dimensions of media quality into one metric, MSS offers a contextualized, actionable view of media performance.
The Five Dimensions of Media Quality
To succeed in the GEO era, comms teams must rethink how they craft and distribute content. Here are four strategies to get started:
1. Outlet Credibility
Not all media outlets are created equal. Communicators should be able to assess the authority and prominence of the source, whether it’s a national publication, a respected trade journal, or a niche blog.
Example: A feature in The Wall Street Journal carries more weight than a mention in a low-traffic blog. Knowing definitively which outlet(s) move the needle most helps you prioritize higher-impact placements.
2. Topic Incidence
This measures the depth and richness of coverage. It’s not just about being mentioned; it’s about how thoroughly your brand is discussed and whether your strategic messages are front and center.
Example: An article that explores your company’s innovation strategy in detail would score higher than one that simply lists your name among competitors.
3. Tonality
Unlike machine-generated sentiment scores, MSS uses human analysts to evaluate tone with nuance and context. It also compares your brand’s tone to that of competitors.
Example: If your brand is portrayed more positively in a direct comparison to a peer, that’s more impactful than simply getting listed side-by-side in the same context.
4. Social Engagement
Earned media doesn’t stop at publication. MSS tracks how much traction your coverage gets on platforms like Facebook, X, and Pinterest.
Example: A story that sparks conversation and shares on social media amplifies your reach and influence.
5. Distribution
This component evaluates how widely an article is syndicated and republished.
Example: An article picked up by a wide syndication network and republished across industry sites has broader reach and impact than a single publication.
MSS: A Holistic Solution for Strategic Communicators
In sum, MSS is a strategic compass that helps communications leaders:
- Benchmark performance over time and against competitors
- Identify strengths and weaknesses in media strategy
- Present clear, compelling results to executives
- Focus efforts on what truly moves the needle
In a world where media noise is constant, MSS helps you tune into the signals that matter most, making it easier to understand the value your team is bringing to the table.
Contact the PublicRelay team to learn more about our Media Significance Score.
