Extract: "A clipping service is a “tool”, much like your computer or calculator or cell phone, for the express purpose of gathering business intelligence. To be effective, the clipping service must provide an individually tailored service to search out the precise information you need. We have no “stock” orders because what you need to know is unique to your organization. "
Public Relations professional need to measure their effectivness by gathering clippings from the media outlets to whom they have sent press releases. The purpose would be to see if they have covered the story as they wanted, if they message of the press release was clearly communicated, and to measure the value of the earned media. The value can be qualtified, by measuring the column inches, then calculating the media value by multiplying it by the national advertising rate for that paper. Many PR Pros also use a multiplier to determine a publicity value for those clips, which is more art than science.