By Darren Gilbert

Here, I am talking about the clients that you need to convince to place you on a retainer or let them look after your campaign. They need to know what you mean if you ever mention ROI and success in the same sentence.

PRI and QPI

If you ever decide to work with marcusbrewster, you will come across their own terms or acronyms. This is not necessary only to stand out from every other PR agency. Rather it is a way in which to better define what they think is important. “I’m probably [guiltier] of using acronyms than I am of jargon because I have enormous respect for the value of other people’s time,” explains marcusbrewster’s chairperson, Marcus Brewster.

“PRI and QPI are acronyms specific to marcusbrewster,” he says. “It refers to proprietary processes and measurement tools we introduced to the market a dozen years ago.” PRI, which stands for Public Relations Index, is marcusbrewster’s billing methodology, which Brewster points out, is premised on outputs rather than inputs.

“Qualified Perception Index (QPI) is a measurement formula that attributes the additional editorial value to an article or interview based on the premise that editorial has more credibility than advertising,” explains Brewster. This means that QPI is always going to be higher than the Advertising Value Equivalence (AVE).

ROO and SOV

While ROI is very well known – it’s become somewhat of a buzzword – ROO and SOV are not necessarily as well documented. Or at least often spoken about.

In short, ROO stands for Return on Objective. It represents how your end result compares to your original goals. “ROO is a system for using metrics to gauge whether or not your strategies and tactics are helping you achieve your business or marketing objectives,” writes Chloe Gray on Ondore. “It became popularized when marketers and advertisers began to feel limited by what Return on Investment, or ROI, tells us about the success of our marketing campaigns.”

Meanwhile, SOV stands for Share of Voice. It’s “SOV can be part of an agency’s KPIs, or Key Performance Indicators, as the industry has moved beyond such traditional (but outdated) metrics as CPM (Cost Per Thousand) or AVE (Advertising Value Equivalent).”

OTS and OTH 

OTS and OTH or Opportunity to See or Hear is linked to circulation, reach and impressions. According to Paperclip PCS Ltd, it is “a calculation determining the number of time someone is likely to see a marketing message”.

And according to the Gnosis Media Group, it’s a better evaluative measure than pure impressions. “OTS/OTH refer[s] to a more realistic measure of how many people in a target audience actually had the opportunity to see (or hear) a communications or media message.”

“Whereas ‘impressions’ is a raw number of how many times a message was delivered to some channel, Opportunity to See attempts to define exactly how many of those impressions represented an actual possibility of a person to see/hear them.”

What are your thoughts on PR jargon? What terms have you come across that need to be mentioned? Tell us below.