TEMPLATE: Earned news coverage scorecard

Download a scorecard template to measure the quality of your earned media coverage

Earned media coverage, such as news coverage and social influencer mentions, is a great channel to tell your company’s story. However, people often misunderstand the value of the earned media, since it’s difficult to tie value to a free news article.

While PR agents frequently measure quantity, volume metrics don’t consider the quality of the earned media coverage. For example, earning 100,000 impressions from an article isn’t beneficial if the article positions your company in a negative angle. To measure the quality of earned media, use the scorecard tool below.

Desirable criteria	Score
Has a key message	3.50
Contains a desirable visual	0.75
Contains a quote from a spokesperson	2.50
Contains a call to action or link	0.75
Dispels a myth	0.75
The story or headline leaves a reader more likely to do business with or support the organization	1.75
Total	10.00

Undesirable criteria	Score
No key message	-1.0
Negative message, negative myth reinforced	-3.0
Contains a competitor recommendation or call to action	-1.0
A story or headline that leaves the reader less likely to do business with or support the organization	-3.0
Organization omitted from story that includes competitors mentioned	-2.0

Total	-10.00

Source: Paine Publishing’s PRSA Measurement Matters presentation

Consider your business and communications objectives to find the criteria to include in your scorecard. Perhaps web traffic is your objective, so “includes a direct link” would be +3 points. Weigh each criterion depending on how important it is to your company and its business objectives. The media coverage quality scorecard is customizable.

Here are more options for criteria:

Share of voice
Share of spokesperson visibility
Prominence and placement
Tone and sentiment overall
Includes link to owned site
Social media likes and follows
Social media shares
Social media comments and engagement
Opens or views
Sign up or subscribe to owned media
E-commerce impacts
Google analytics traffic
Check out the full list: Real numbers to measure earned media coverage

If your PR agency of record isn’t able to show you the value and quality of your earned media program, it’s time to cut ties. Download Axia Public Relations’ complimentary e-book “How to Fire Your PR Firm” to end the unhealthy relationship and find a firm that includes ethical practices in its PR planning, research, campaigns, and measurement practices.

Clients love Katie’s energy and enthusiasm. She works with national clients to develop their PR program’s research, planning strategy, and measurement. Katie has worked with Axia Public Relations since September 2015. Learn more about Katie.