MediaSense™ - Measurement from PR Newswire
Glossary of Terms

Frequency of Reports
The timing of the delivery of the series of reports. The standard is one series of reports per each of 12 months for an annual contract, and one series per each of 3 months for the quarterly contract.

Media Coverage
Standard: U.S. only for U.S. customers; U.K. only for U.K. customers. Media Coverage includes print, Internet and newswires (not broadcast). Additional regions are available as an add-on extra price option.

Media Topics
Media Topics are subjects originating in media that are being discussed most often. These topics are independent from the output or the goals of the company and reflect what is actually being written about most.

Client Messages
Client Messages are subjects originating from your organization that you want to track in the media. Up to 5 messages in customers' mentions and competitors' mentions are tracked. These should be terms you expect the media to be capturing, for example, "low cost," "new CEO", "better value."

Opportunities to View
This feature is a new name for the measurement of "Impressions." This provides a circulation number for publications, or viewership numbers for Web sites to provide a number of the most readers or viewers that could have seen your story. For example, a story in publications with 250,000 and 300,000 respectively would give a score of 550,000 "Opportunities to View." Since the placement story provides the "opportunity to view" but not the certainty everyone will see it, we believe the term is more realistic than "Impressions".

Publication Type
This feature groups your stories according to the type of media. You will see charts showing the number of appearances of your company name, for example, in newspapers, industry trade publications, business and financial press, online publications and newswire services.

Quality Index Score
The Quality Index Score is also a feature of the core service and provides a number demonstrating the total value of the stories based on 29 different characteristics. The "QIS" is MediaSense's own proprietary method of showing you the overall value of your coverage. Part of the formula that leads to this number are the core features such as tonality, volume, and circulation of publications. It is on a scale of 0-50 with scores 25 or above showing a superior value for the coverage.

Share of Market
This feature takes the numbers of articles in the Volume of Coverage and provides a pie chart showing the percentage of your term versus that of the competition.

Tonality
This feature groups your stories according to the tone expressed in the stories - positive, negative or neutral. This is accomplished through technology and the use of natural language process, and includes a comparison between the company and the competitors selected.

Value of Ad Equivalency
This information gives a dollar figure based on the amount of space the article containing your mention occupies in the publication. The calculation is made to place a value as to what would have been the cost to place an ad of that size in that same publication. While not always an exact science, it provides some indication of the value of the placement.

Volume of Coverage
This feature provides the number of articles in which your term or terms was mentioned versus the competition.

Article Retrieval
Full articles are available as an add-on feature which provides the electronic text of the story requested. The cost is $1.90 per article. 7 -10 business days required. Check off from list of top 100 sources which clips you want to purchase. In addition, you will have the opportunity to indicate an ongoing order on the Order Form when the original order is placed.

Return on Investment (ROI)
This add-on feature will provide you with a cost-per-impression relating to your PR, advertising or marketing efforts. If you provide us with the cost of your activities, we will calculate the potential number of recipients of that message based on your mentions in different media.

Spokesperson Tracking
This feature allows you to review media coverage of specific company spokespeople who are likely to be in the press. One to five people can be tracked.

Summary Document
This feature gives you a written narrative of the key points from the results in the total report. It is a useful review of critical areas to you and your competition.