Inside Retail Industry PR Efficiency Metrics
As analytics professionals it is only fair that we have decided to dig deeper into retail industry and compare PR efficiency of the few biggest American retail chains.
The figures from the report are telling us that although Walmart seems to have a much better performance when compared to its competitors with 65,8K articles talking about it in October alone, deeper analysis may prove it otherwise. Let’s get into more detail and investigate how our indexes might change the scene when counted per one article.
This allows for an interesting observation – although Walmart has a higher total number of likes and comments for each article when compared to the rest of the list – more than 2,5M likes and almost 26,5K comments, each article about Walmart’s competitor Costco created a bigger level of audience engagement and generated more interest in general, which is proved by its higher SI per 1 article. When the same approach is applied to the PR efficiency Index, Walmart once again shows the best result – its PRI equals 153,1K, which allows to assume that it gets a lot more attention from the heavyweight media than the other two competitors do.
Of course, specific figures do not tell the whole story. Effective PR is fully dependent on cumulative effect but this concept allows comparing your PR efficiency with any other company.
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