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industry has moved beyond such traditional (but outdated) metrics as CPM (Cost Per Thousand) or AVE (Advertising Value Equivalent).”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.