Steal this scorecard: A better way of measuring media coverage

You know it isn’t enough to just keep a running tally of how many media hits you get and use that as a sign of success. But you also aren’t sure how to present actual, nuanced data that signifies real success (or room for improvement) in a way your leadership will understand.

Katie Delahaye Paine, founder and CEO of Paine Publishing, has a better way. She presented her scorecard at PR Daily’s Media & Measurement Conference, and it’s worth taking for your own measurement purposes.

The card is self-explanatory: Rather than simply measuring whether or not you got ink, measure it based on how positive it is toward your overall goals. The more positive, the more points. Likewise, subtract points for things that might harm your brand.