Measurement

Measuring the value of public relations, brand perception and market voice is critical in today's business environment, and is an integral part of every Peppercom campaign. Using accountability tools and statistical methodologies, Peppercom manages each PR relationship and analyzes both coverage of, and its effectiveness on, brand perception. We measure beyond "media by the pound," taking into account such factors as tone, outlet importance, message clarity and how results drive sales. Peppercom tools for accountability and measurement include:

Business Outcomes

Business Outcomes is a first-of-its kind, proprietary metric that utilizes a flexible algorithmic scoring system to evaluate the effectiveness of a PR, marketing or sales initiative.

Harte Chart

The Harte Chart, a proprietary tracking and measurement system developed exclusively for Peppercom by Dr. Richard Harte, removes the "gray" area from public relations by assigning responsibilities to both the client and agency and enabling the client to take a real time snapshot of the account.

Client Report Card

One of Peppercom's distinctive "value adds" is the Client Report Card. Rather than filling out a generic industry evaluation form, Peppercom clients spend 45 minutes or more every 90 days providing feedback on Peppercom's performance in four key areas: strategy, creativity, responsiveness and execution.

Business Intelligence Group

Peppercom's Business Intelligence Group (BIG) takes Peppercom's mission of understanding the business of a client's business to another level. Public relations firms have traditionally tried to determine a client's reputation with the media and then worked to change it. But BIG takes a more holistic approach, moving PR work from "press relations" toward a true marketing and communications strategy. 

Our team of analysts explores a client's entire business model and identifies the challenges to growth. We start by interviewing a client to determine a company's business drivers and pain points-the challenges they need to solve to meet their goals. We then research not only how media reputation is holding back a client, but also what other key audiences need to know to boost a client's business.

We talk to these myriad groups, from potential investors and analysts to business partners and regulators-groups that are often overlooked by conventional positioning audits-to evaluate how a client's business model and messages will resonate with these stakeholders. We think about all these messages with the final destination in mind: the entire audience. Starting with "end user" or "consumer" and working our way back is vital for B2C and B2B audiences alike. 

We then work to craft strategic messages that will move the needle with these important audiences. Infused with this intelligence, Peppercom's programs then become a tool not just for promoting a company and its products through the media, but for making sure that message most clearly reflects what the company wants to communicate and what the intended audience needs. BIG is our platform for ensuring Peppercom's public relations work truly is strategic.