Success Metrics: How MRP reporting can help you

MRP can cost-effectively customize and organize any communications reporting to suit your needs. Keeping your reporting results organized can be a significant challenge. One of the main clutter culprits at work is to “file-by-pile.” Digital clutter is no better, or easier to manage. Have you looked at your computer’s desktop lately?

MRP uses binders/folders to organize coverage reports into manageable collections or by themes. If you’re using MRP at an agency, each binder likely represents a client name or brand, holding reports for specific campaigns or contracted initiatives.  Alternatively, if your reporting needs are for a corporate brand, your binders/folders might be more granular, grouping reports from a strategic business unit, product brand or fiscal year.

Focus on the data that matter most.

Your success metrics should always lead your reporting. It’s easier to focus on your performance drivers if the data in your analyses and reports are relevant. Consider a few of the following questions:

Do you need to:

• Capture the name of the reporter/author?
• Make a note of the story language?
• Include social media metrics for Facebook, LinkedIn or YouTube?

Each MRP binder/folder can track up to 20 criterion.

Think first.

A great MRP coverage report is the product of clean and complete information. An MRP report will prompt you to input default information like the topic, budget and calculation settings. Completing this information will help you decide which measurements or KPIs are your goals and priorities.

MRP provides standardized audience/reach numbers for earned media, but reports have standard and custom criteria options. The MRP user can choose to rate their campaigns to calculate a quality score. MRP results can be sorted and grouped to meet your needs.

When creating an MRP report, you can choose from 12 standard criteria [i.e., Brand Mention, Call to Action, Key Message(s)] to measure your media campaign.  There may be a time when you need customized criteria and columns to show your results.

With the latest version of MRP, clients now have the option of choosing custom criteria (up to 10 to select from) and custom columns (up to 10). This flexibility allows MRP users to report across P.E.S.O. channels (Paid, Earned, Shared and Owned media).

A mixed campaign containing both earned and sponsored (paid) results can collect in a single, combined MRP report.

A user can set up custom columns to reflect social shares, likes, views, followers, etc. You can also establish custom criteria that communicate your key messaging, specific brand mentions or initiatives, priorities, etc.

To learn more about MRP and the importance of campaign measurement, please read https://fifthstory.com/change-good-changed-mrp/.

MRP was developed by the Canadian Public Relations Society (CPRS) and is also endorsed by the Canadian Chapters of IABC and the Canadian Council of Public Relations Firms (CCPRF).

For more information about subscribing to MRP or having us help you with your custom reporting, contact us at info@mrpdata.com.