When a case study says "XX million PR impressions" or "YY million earned impressions", what tools were used to calculate those figures? (I'm certain the figures are specious, but I'd like to know)

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Intern math

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SWAG

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PR impressions are total BS. Most of the time
They’re calculated purely on viewership/circulation of each outlet. So if GMA Has 5MM viewers (totally made up #), they’ll count it as 5MM impressions. Even if only 1MM actually tuned in. This is even worse with magazines and newspapers bc a PR Mention could be buried deep inside the pub and only once, but PR ppl will count the full circulation as impressions.

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Mostly Cision. Impressions are BS

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crimson hexagon or TrendKite or Cision or any tool that provides "impressions”

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^^^^^^^

TOTAL bullshit

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