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Marketing Analytics Intermediate

PR Measurement: Coverage Tracking, Share of Voice, Message Pull-Through, Reach & Outcome Metrics

Measure PR the way it works: a coverage log, tiered reach, share of voice, message pull-through and the visits and sign-ups that follow, with every cell checked as you go.

8 lessons 8 labs 2.1 h Certificate

  • One-time payment
  • 14-day money-back guarantee
  • Secure checkout with Stripe

What you'll build

What you will be able to do

Each lab ends with a concrete result that you build yourself and the checker confirms, cell by cell.

  • Turn a launch coverage log into monthly counts by outlet tier and tone with COUNTIFS and EDATE date windows, calculate the net tone of a month and flag every negative item.
  • Turn outlet audiences into estimated reach: a read-through factor per tier with XLOOKUP, gross reach per outlet, the Tier 1 share of all reach and an estimated unique reach.
  • Compare Kestrel with three rivals: raw share of voice, tier-weighted mentions with SUMPRODUCT, weighted share of voice and the share of voice within Tier 1.
  • Code twelve items for four key messages and measure pull-through: the share of items carrying each message, the pull-through per outlet with SUMIFS, the overall rate and a red flag on weak messages.
  • Rate six press releases by pickup rate and Tier 1 share, pool the half-year, compare four spokespeople per interview and let INDEX/MATCH name the one with the most Tier 1 items per interview.
  • Measure what the launch coverage did: a baseline from the days before, referral visits in a 14-day window with SUMIFS on dates, the extra sign-ups above baseline and the PR cost per extra sign-up.
  • Score eight items two ways – illustrative ad-equivalent value and a weighted quality score with SUMPRODUCT – measure how much of the 'value' came from critical items and flag the low-quality items.
  • Roll six months of PR measures into a half-year dashboard: the pooled Tier 1 share, an item-weighted pull-through, actual vs target in percentage points and a trend line of weighted share of voice.

About this course

PR teams are often asked for proof of impact and end up reporting clip counts. This course shows a more credible approach using a fictional brand's coverage. You organise a coverage log by month, outlet tier and tone, estimate gross and unique reach from audience and read-through, and calculate share of voice with tier weights. Message labs measure how often key messages appear per item, message and outlet. You compare pickup rates for releases and quotes per interview for spokespeople, then link coverage to visits and sign-ups in a set window against a baseline to get cost per outcome. A comparison lab explains why ad-equivalent value misleads and builds a composite quality score, ending in a monthly dashboard. For PR, communications and marketing professionals.

Curriculum

Course content

8 lessons · 8 labs · 2.1 h · final exam

  1. The Coverage Log: Items by Month, Outlet Tier & ToneLab15 min4 checked tasks
    Unlocked when you buy the course
  2. Reach: Audience × Read-Through, Gross Reach & Estimated Unique ReachLab16 min4 checked tasks
    Unlocked when you buy the course
  3. Share of Voice: Raw Mentions, Tier Weights & Tier 1 ShareLab16 min4 checked tasks
    Unlocked when you buy the course
  4. Message Pull-Through: Key Messages per Item, per Message & per OutletLab15 min4 checked tasks
    Unlocked when you buy the course
  5. Releases & Spokespeople: Pickup Rates, Tier 1 Share & Quotes per InterviewLab15 min4 checked tasks
    Unlocked when you buy the course
  6. Outcomes: Visits & Sign-ups in a Window After Coverage, Baseline & Cost per OutcomeLab16 min4 checked tasks
    Unlocked when you buy the course
  7. Comparing Measures: Why Ad-Equivalent Value Misleads & a Composite Quality ScoreLab16 min4 checked tasks
    Unlocked when you buy the course
  8. The Monthly PR Dashboard: Rolled-Up KPIs, Targets in Points & a Share-of-Voice TrendLab16 min4 checked tasks
    Unlocked when you buy the course
  9. Final exam12 questions, 75% to pass, unlimited retries.

Certificate

Finish with a certificate you can verify

Complete every lesson and pass the final exam to receive a certificate of completion for this course, with a unique credential ID and a public verification page.

  • Names the course, your score and the date of issue
  • A verification link for your CV or LinkedIn profile
  • 12 questions, 75% to pass, unlimited retries.

A Tutorvo certificate confirms that you completed a course. It is not an official or professional qualification.

Illustration. Your certificate shows your own name, course and credential ID.

Before you buy

Questions about this course

Is this a subscription?

No. You pay $9.99 once for this course. There is no subscription and nothing renews automatically. Prices are in US dollars; taxes may be added where required.

What exactly do I get?

All lessons and labs of this course, the final exam and the certificate, including later updates to the course, for as long as Tutorvo offers it. Access is personal and tied to your account.

Can I get a refund?

Yes. If you are not satisfied, email hello@tutorvo.com within 14 days of buying and we refund the course in full via Stripe. The guarantee does not apply once a certificate for the course has been issued to you, or where there are signs of abuse.

When can I start?

Right after payment. Access starts immediately at your request; for consumers in the EU/EEA the statutory right of withdrawal therefore ends once access has begun, while our 14-day money-back guarantee applies regardless.

Do I need Excel or other software?

No. The labs run in a spreadsheet inside your browser on a laptop, tablet or phone. Function names and syntax follow Excel.

Is the certificate an official qualification?

No. It confirms that you completed all lessons of the course and passed its final exam. It is not an official, state-recognised or professional qualification. The name is taken from your profile when the certificate is issued.

Full details are in our Terms · hello@tutorvo.com

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