Our Clients

Learn how our forward-thinking clients are using PR tools and services from Agility PR Solutions to become tomorrow’s communicators.

For over 14 years, organizations have trusted Agility PR Solutions to help them connect with journalists, capture coverage, and illuminate their PR data. We’re dedicated to delighting clients at every turn, and partnering to meet and exceed their needs today and in the future.

Travel Alberta Measures Quality—Not Quantity—of Coverage

Learn why and how Travel Alberta shifted to measuring coverage quality, not quantity, with the help of media quality scoring and Agility PR Solutions.

Travel Alberta is the tourism marketing agency of the Government of Alberta, and is responsible for driving tourism value to the province, a mark which reached $8.3 billion in 2014.
As an indicator of media coverage, advertising value equivalencies (AVEs) have their flaws.

And Travel Alberta knows this. With the ratification of the Barcelona Principles in 2010 — a set of seven voluntary guidelines established by the public relations industry to measure the efficacy of PR campaigns — it was made even more clear, as the Principles stated unequivocally that AVEs are “not the value of public relations”. Instead, they proposed that accurate measurement requires transparency, replicability, and consideration of business results. The proliferation of social and mobile apps and information has fundamentally changed the way travelers research, plan, and purchase vacations. This, combined with the fact that AVEs don’t accurately measure online coverage, prompted Travel Alberta to shift from AVEs as its core metric for measuring coverage. The provincial tourism marketing agency needed a new framework

to measure the success of its media relations more accurately and more reliably. They wanted something that measured not just the quantity, but the quality of its earned coverage.

In 2013, Travel Alberta partnered with Destination Canada (then known as the Canadian Tourism Commission) to build a new measurement to replace advertising value, according to Susan Darch, Travel Alberta’s director of global media and content. Through a series of surveys and workshops in consultation with Katie Delahaye Paine, the founder and CEO of Paine Publishing, Travel Alberta methodically developed a framework for a much deeper measure of editorial content than simply counting column inches or broadcast minutes.

It was determined that an earned media story needed to contain certain elements in order to have an impact on a traveler’s decision to visit.

Travel Alberta devised a rubric containing 11 such elements — also aligned with the agency’s business objectives — to help standardize the measurement and allow them to rank their coverage. For example, if the article in question appears in a top tier outlet, it receives 1.5 points; if it’s human touch — Agility PR Solutions was perfectly positioned to help Travel Alberta deliver these new metrics to stakeholders.

Travel Alberta knew that adopting the Media Quality Score would require a lot amore analysis — and the Travel Alberta media team simply couldn’t analyze the 200+ articles from North America in which Alberta is mentioned on average each week.

So Agility PR Solutions was chosen to do the scoring analysis legwork for the U.S. and Canada. published online, 1 point; if it contains a CTA, 1 point; a desirable visual, 1.5, and so on. Under the system, a perfect story — one that contributes absolutely to Travel Alberta’s stated goals — will earn a perfect 10.

They called it the Media Quality Score (MQS), and turned to Agility PR Solutions to help them operationalize it.

As a media monitoring and analysis firm, Agility PR Solutions relies heavily on its patented analytics engine. But equally important is its team of client success consultants, dedicated to the continued success and satisfaction of each of its clients.

By combining the two — powerful analytics and the human touch — Agility PR Solutions was perfectly positioned to help Travel Alberta deliver these new metrics to stakeholders.

Travel Alberta knew that adopting the Media Quality Score would require a lot amore analysis — and the Travel Alberta media team simply couldn’t analyze the 200+ articles from North America in which Alberta is mentioned on average each week.

So Agility PR Solutions was chosen to do the scoring analysis legwork for the U.S. and Canada.

The client success consultants at Agility PR Solutions are experts at analyzing media coverage and considering context so that sentiment, quality, and various other metrics can be determined, metrics that are difficult or impossible to determine with purely automated solutions. The human curation means that the MQS data — arrived at after the consultants score each article based on the presence or absence of each of the 11 elements — is extremely reliable. Instead of a list of hundreds of media hits, each month the Travel Alberta media team has a succinct list of the top-performing items and can confidently state the impact that each of them had.

With the MQS, Travel Alberta has a system that can apply consistent metrics across all media types in all of its seven target markets: Canada, the United States, the United Kingdom, Germany, China, South Korea, and Mexico. The benefit is that they are

now able to reliably compare all of their coverage month over month and year over year, no matter if it appeared in a newspaper in Beijing or on television

Every morning, Agility PR  Solutions sends Travel Alberta a daily brief outlining the previous day’s  North American coverage, organized by media type and outlet size. Among the  30  or  so hits that appear every day, the media team flags which of these are to be scored and included in their  monthly  MQS  reports.  From  there,  it’s  up to the analysts at Agility PR Solutions to apply the scoring system and determine which media coverage had the greatest impact in achieving Travel  Alberta’s  business objectives.

By distilling many value metrics into a single number, Travel Alberta can clearly see which efforts in each of their markets have produced the most effective results in reaching and influencing potential visitors to Alberta, thus helping them tailor and focus their future efforts. “The MQS system provides meaningful insights into the effectiveness of our communications efforts, and what exactly is helping us achieve our business goals,” explains Darch. “And thanks to media monitoring and analysis firms like Agility PR Solutions, we know we can trust the data we see.”

This is especially important when it comes to proving impact to executives and key stakeholders.

The Travel Alberta team can quickly respond to requests and provide a list of top articles and their impact on specific objectives, versus providing a long list of articles of varying value.

The hours that Agility PR Solutions spends curating daily media briefs and appraising the roughly 100 articles every month that the client wants scored, means that the Travel Alberta media team can instead focus their energy on strategic planning and outreach efforts to earn more valuable coverage for their province.

“Agility PR Solutions is an invaluable partner in helping to monitor and measure our media relations programs in the North American market,” says Darch.

The daily briefs provided by Agility PR Solutions, and the analysis of the articles they want scored, gives Travel Alberta more reliable, more transparent, and more easily replicable results, allowing the tourism agency to analyze, pivot, and evolve its media relations efforts as needed. The bottom line is that, with the help of Agility PR Solutions, no longer are they wondering which of their coverage was having the greatest impact. And as the Travel Alberta C-suite know, it’s this type of insight that will set you apart when growing tourism revenues to a destination.

Carilion Clinic and Agility PR Solutions: Partners in Reputation Monitoring

Learn how Carilion Clinic keeps a constant pulse on their brand reputation in social and traditional media with the help of media monitoring and PR measurement tools & services from Agility PR Solutions.

Carilion Clinic is a not-for-profit healthcare organization based in Virginia. Through its hospitals, primary care facilities, and specialty physician practices, it provides care for nearly one million people.
Carilion Clinic: A study in partnership

THE ISSUE
When Chris Turnbull was brought aboard as Carilion’s manager of public relations in 2015, he wanted to put in place a system that would better capture Carilion’s media metrics. He wanted to be able to confidently measure Carilion’s reputation in the various communities that it served, and regularly report that sentiment to senior executives in the organization. He wanted to know definitively how Carilion was being perceived, locally and regionally, whether or not it was on the right path, and he wanted the data to evolve accordingly. More still, Turnbull wanted to be able to trust that his metrics were a good reflection of reality.
The issue in the past had been that media monitoring reports were filled with too much noise.

Because they are a healthcare provider, mentions in obituaries and crime reports would be picked up and included. Coverage reports would then come laden with, according to Turnbull, “so much junk,” that he could never be certain about the accuracy or the relevancy of the data. And when it comes to data, no trust means no value.
His team was forced to spend hours vetting and editing these reports, hours much better spent crafting and executing winning strategy.
Turnbull needed a solution that would allow him to easily illustrate to the communications team, as well as to leadership and other stakeholders, the real value of the PR work Carilion does.
So he sent out an RFP.

THE SOLUTION
Turnbull and Carilion had a very long and extensive wish list, full of specific and unique asks. Turnbull himself characterized it as “pretty unrealistic.” Agility PR Solutions replied to the RFP, and became one of only two providers that could deliver everything Carilion was looking for. With the prices quoted essentially the same, Turnbull had a difficult decision. It came down to the fact that Agility PR Solutions was willing to partner with Carilion, to work alongside Turnbull and his team to deliver what they needed now, as well as grow with them as their needs matured and expanded.

That rightsizing was crucial, as Turnbull had in mind a specific type of report. The concept came from his days working in a highthreat environment where company executives needed a daily brief about what the organization was facing. Carilion didn’t need daily briefs, but the idea still had merit. The report he wanted would be handed directly to Carilion’s executives. It would consolidate information and coverage from various media and patient feedback sources to provide a pulse on the company’s reputation at that point in time. It would give leadership a heads-up about trends and reduce the “surprises” they might face when out and about.

It was a unique concept. According to conversations Turnbull was having with industry peers across the United States, he couldn’t find anyone in the health sphere who was thinking of something like it.
Agility PR Solutions worked with the Carilion team to build what would become known as the Reputation Radar Report. Throughout the consultation, both sides became partners, working together to construct a framework that most effectively and most accurately illuminates what’s being said. “If it wasn’t an off-the-shelf product option, most providers weren’t interested. Agility was willing to adapt and work with us to build what we were looking for.” The Reputation Radar Report combines sentiment scores from earned media with sentiment scores from social media. In some reports,

We most appreciated Agility’s willingness Turnbull has added patient feedback as well.
to rightsize their solution to meet our The result is a reputation score, distilled from hundreds of mentions into a single, needs, and that was different than the easy-to-read number, that can be replicated week over week and month over month so other providers that we looked at.everyone can compare apples to apples.

”That rightsizing was crucial, as Turnbull had in mind a specific type of report.
The concept came from his days working in a high-threat environment where company executives needed a daily brief about what the organization was facing. Carilion didn’t need daily briefs, but the idea still had merit.
The report he wanted would be handed directly to Carilion’s executives. It would consolidate information and coverage from various media and patient feedback sources to provide a pulse on the company’s reputation at that point in time. It would give leadership a heads-up about trends and reduce the “surprises” they might face when out and about.
It was a unique concept. According to conversations Turnbull was having with industry peers across the
Finally, thanks to the Carilion team’s forward thinking, Carilion’s executives had a report that, in a single glance, told them what they needed to know and demonstrated the value that PR brought to Carilion.

THE OUTCOME
For so much of the Carilion leadership team — like leadership teams everywhere — time is a luxury they don’t have. For the report to be truly valuable, it had to be easily read, easily understood, and, most importantly, trustworthy, so a VP could glance at it and know, as they walk into a community event, exactly what the public is thinking of Carilion.
The benefits of the Reputation Radar Report have been many, but the most far-reaching is that Carilion’s leadership trusts the reputation score, and what the report is telling them about their place in the community.
Because an Agility PR Solutions media expert carefully reviews each and every mention — adding context and understanding whether coverage is negative, neutral, or positive — the Carilion team can rely on the scores Agility PR Solutions sends their way, calling the reports “far more accurate, far more trustworthy” than those they were receiving before making the switch to Agility.
Turnbull says there’s one example that pops up all the time.
In the past, whenever there was a mention of violence — someone sustained a gunshot wound or was assaulted — the article or tweet would be automatically toned as unfavorable. The reality, however, is that, in each of those instances, Carilion is mentioned as the clinic or hospital treating and helping the victims. Surely that’s not a negative thing, but it is something that an automated-only solution would miss.
“The reports that we received in the past were labor-intensive to bring up to a point where we would be comfortable sending to our executives. Sheena, our dedicated media expert at Agility PR Solutions, and the rest of the Agility team have saved us a couple of hours for every report we get.”
In a testament to the veracity and usefulness of the data, when Turnbull and his team disseminate the report to Carilion’s executives, 70 percent of them open and read it every single time.
In fact, the feedback from the C-suite has been so positive that Turnbull has increased the report’s distribution to all VPs in the organization.
As distribution expands, and Carilion relies more and more on the data in the Reputation Radar Report, Agility PR Solutions is continuing to work with Carilion to improve the report and make it fit with the organization’s evolving needs.
And that’s what a true partnership is.
What drew Carilion to Agility PR Solutions was the ability to deliver what Carilion was looking for in its RFP. What keeps Carilion coming back, the reason they continue to renew, is the personal touch, the in-depth human analysis that’s provided, and, above all else, Agility’s commitment to working with Carilion to evolve the report, to continuously reassess in order to make it the most valuable resource it can be.
In short, what keeps Carilion coming back is Agility’s commitment to being “a partner rather than just providing us with a product.”
No matter what PR challenges you have, we’re here to help. Reach out — we’re happy to answer any and all questions you might have.

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We appreciate the personalized customer service we receive. But even more than that, we like having a partner who is willing to be innovative in how they work with us.”

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Chris Turnbull, Public Relations Manager
Carilion Clinic

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