[Editor's Note: This is the third in a series of Intrado Digital Media-sponsored articles about measurement. The first two articles in the series appeared in the November 2019 and December 2019 editions, respectively, of PRNEWS.] With apologies to Charles Dickens, "It was the best of times" for media relations. "It was the worst of times." For some communicators, it's never been easier to pitch media, owing to digital technology and social media, which allows them to reach media easier. There also is a plethora of media outlets to target. The downside, of course, is that the result in inboxes overflowing with data. For others, though, the plethora of data is a headache. What's are the right metric to measure? The main issue for this group is that it's impossible to get a placement in major media. This is mostly due to the all-Trump-all-the-time coverage that dominates media. And, the narrative continues, if you're not mentioned in a major outlet, such as The Wall St. Journal or The NY Times, what's the point of pitching? That shortsighted outlook aside, an issue for companies that continue to see value in the importance of earned media is how to measure it.
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机译：[编者注：这是Intrado Digital Media赞助的有关测量的系列文章中的第三篇。该系列的前两篇文章分别出现在PRNEWS的2019年11月版和2019年12月版中。]向查尔斯·狄更斯（Charles Dickens）道歉，“这是媒体关系的最佳时期”。 “那是最糟糕的时期。”对于某些传播者而言，由于数字技术和社交媒体的出现，宣传媒体从未如此简单，这使他们更容易接触媒体。还有太多的媒体渠道可以作为目标。不利的一面当然是收件箱中的数据溢出。但是，对于其他人来说，过多的数据令人头疼。正确的度量标准是什么？该小组的主要问题是，不可能在主要媒体上获得展示位置。这主要是由于主导媒体的全时空覆盖。而且，如果您在主要刊物（例如《华尔街日报》或《纽约时报》）中没有提及您，那么叙事仍在继续，宣传的重点是什么？撇开这种短视的前景，对于那些继续在赚取媒体的重要性中看到价值的公司来说，问题是如何衡量它。
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