April 21, 2006 by Colin
After several years hard work, the Measurement Committee of the Canadian Public Relations Society has launched a new media measurement tool to support the measurement and evaluation efforts of PR practitioners in Canada.
“The MRP™ (Media Relations Rating Points) system provides communications and marketing professionals with an easy-to-use tool that measures the effectiveness of any public relations campaign. The 10-point rating system can be used for any type of media coverage (i.e. print, TV, radio, online). The MRP system can also be used to measure crisis communications and unplanned media attention after the fact.
The primary objective of the MRP system is to create a standardized reporting mechanism that can be widely accepted and utilized with ease to measure coverage results. This system can be easily customized by Company or by project. MRPs provide clear metrics to evaluate media coverage, track total impressions and cost per contact.” (Media Relations Rating Points User Guide)
Tested, in some form, by organizations like the Bank of Montreal, Second Cup, Kellogg Canada and others, it has been endorsed by the CPRS and IABC, and is supported by a subscription databank established and maintained by News Canada.
Key in this initiative is its breadth: with such a wide-ranging and well-tested mechanism, an opportunity now exists to implement a common measurement standard that will help corporate shops and agencies alike to effectively measure, and compare, performance.