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Announcing "Verismo" for PR Measurement!

PR measurement is a topic of hot debate and little agreement. Cymfony's new approach, Verismo, aims to tame the wealth of data spit out by a sophisticated measurement platform and give PR professionals a simple, clear way to explain the results of their work. Read on or click here to find out more.

A sophisticated content aggregation, analysis, and tagging platform like Cymfony's Orchestra system is a bit of a blessing and a curse to PR measurement professionals.

The blessing is that it generates rich data that were impossible with physical clips. The curse is that there is so much data, it can be a little overwhelming.

So in trying to tame this beast, Cymfony went back to basics and asked: what are we really trying to prove? There is a pretty simple answer to this because there are two key questions a PR professional must answer:

  1. Did we reach the audience we wanted to?
  2. Did we communicate the messages we wanted to?

The difficulty in PR measurement is in picking the right data to answer these questions. There is no simple answer and no general agreement across the industry.

But in looking at all the work we do for our clients, there were some common themes that became the foundation for Verismo:

  • Visibility: When an article mentions a company or brand, how man people does it reach? And is the company or brand prominently discussed in the article?
  • Reputation: What is being said about the company or brand? Is it the message the PR person is trying to communicate?
  • Influence: Does this particular publication or journalist carry more credibility than average so that what he or she writes have higher impact on the reader?
  • Sentiment: Is it positive or negative?

VRIS became our key variables. Then we developed a model to weight and calculate these variables into a score that represents the degree to which a communication objective is achieved.

VRIS Model, which became Verismo.

To learn more, read our new white paper. And to understand how Verismo fits into the musical theme of our company (Cymfony, Orchestra, etc.) read this Wikipedia entry ;-)

Posted by Jim Nail on October 14, 2008 at 06:05 PM | Email this post Permalink
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