For a global package delivery company, we examined the three different reports they were receiving from different agencies on earned media results, one from each of three geographic regions. They reports covered many of the same metrics, but calculated them differently. Two reported monthly results, one reported quarterly. They defined and calculated different metrics differently, so they could not be compared with each other. We then developed a new set of parameters that all three reports were to follow so that the corporate PR function could make comparisons on performance results that could be used for planning purposes. They still had three different agencies, but they reported results in a way that were meaningful and useful to our client.
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