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New methods in PR performance gauging and PR controlling
Möller Horcher Public Relations also offers clients a detailed PR performance control. To this end, Möller Horcher makes use of a visibility index and visibility / effort ratios. Performance-based billing, which permits an especially transparent ratio of costs to the benefit achieved, has been part of the spectrum of client-specific remuneration methods at Möller Horcher for years now. The aim of the new PR performance control is to further improve the steering and to optimize companies’ PR activities, and at the same time to give them a quantifiable basis for justification in principle of the use of specific PR measures. Visibility index for publications in print and online media
The visibility index reflects the PR value of any individual publication. The three factors covered by the index are: type of publication (e.g. mention, press release, feature etc.), size (e.g. half, whole, several page(s)) and categorization of the relevance of the medium in an A, B or C ranking. Möller Horcher always conducts this ranking into A, B or C media on a company-specific basis, with the target group affinity the most important criterion. The lowest possible visibility index score, then, is given for a mere mention in a C medium. The publication of an entire feature or case study in an A medium is awarded the highest visibility index score.
Visibility / effort ratio
The visibility / effort ratio is calculated by dividing the visibility index by the effort index. The effort index largely takes its bearings from the fees incurred for a PR measure, yet also takes factors into account such as the use of manpower at the company itself. With the visibility / effort ratio, it is possible to assess the effectiveness of a PR measure at a glance. If the visibility index is greater than the effort index, the result is a – desirable – ratio greater than 1. In the reverse case the ratio is less than 1. |
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