PUBLIC RELATIONS MEASUREMENT
The following criteria will be used to measure the value of media that Habitat for Humanity
Portland/Metro East is featured in. Each criteria will be ranked 1-5; with 5 being the highest value.
Impressions
This figure indicates the size of the overall audience exposed to the coverage how far-reaching the
coverage is and is a standard measure for tallying the results of public relations activities. Impressions
equals circulation, viewership or web traffic.
1
Online Coverage
to very specific
target
ex: Corporate
newsletters
2
3
4
5
City Coverage: Small
circulation
City Coverage,
Industry Coverage
Regional Coverage
National
Coverage
ex: Neighborhood
Blogs
ex: TV, Portland
Tribune, Gresham
Outlook, Non-Profit
Quarterly,
HomeBuilder
ex: The Oregonian:
Circulation greater
than 200,000 daily.
Number 1 new website
for Oregon
ex: NPR
Advertising Equivalency
This measure is the product of the advertising rate for the outlet by the size or length of the coverage.
Advertising equivalency helps to correlate dollars to results by calculating what it would cost to
purchase an equivalent amount of space.
1
2
3
4
5
Poor placement,
Brief, Low ad
rates
Average placement,
short feature, Medlow ad rates
Good placement, Short
feature, Medium ad
rates
Premium placement,
Full feature, mid-high
ad rates
Front Page, Full
feature, High ad
rates
Editorial Value
This measure is a result of applying a multiplier to the advertising equivalency (2x ). This metric
emphasizes the value of editorial coverage vs. advertising, due to its higher perceived value and
credibility.
1 (x2)
2 (x2)
3 (x2)
4 (x2)
5 (x2)
Poor placement,
Brief, Low ad
rates
Average placement,
short feature, Medlow ad rates
Good placement, Short
feature, Medium ad
rates
Premium placement,
Full feature, mid-high
ad rates
Front Page, Full
feature, High ad
rates
PUBLIC RELATIONS MEASUREMENT
Tone
Measuring the tone allows us to track the negativity, positivity or neutrality of the overall messaging.
Tracking tone helps to easily illustrate any negative mentions and better understand the overall
impression of the non-profit in the media.
1
2
3
4
Story mentions
Habitat, Content
with very little
impact
Story features
Habitat, Neutral
content
Story mostly
featuring Habitat,
Mostly accurate,
Mostly Positive
Story 100% about
Habitat, Mostly
accurate, Positive
content
5
Story 100% about
Habitit, No
errors, Positive
and moving
content,
donation call to
action
Key Message Penetration
Tracking how many of our key messages are included within editorial coverage provides at-a-glance
measurement for which messages resonate most with the media and are most frequently included
depicted. From program details to donation information, key message penetration indicates which
messages are associated with the organization's focus, helping to tailor media relations activities.
1
2
3
4
Story mentions
Habitat, Content
with very little
impact
Habitat program,
Mostly accurate
Habitat program, Call
to action, Mostly
accurate
Habitat program,
Community impact,
Call to action, Mostly
accurate
5
Shows
community
impact, Habitat
program,
Donation call to
action,
emotional
appeal, 100%
accurate