1. Substance
The PR Barometer is an annual report that sheds light on the collaboration between companies/public organisations and the traditional media.

The report provides an opportunity to obtain a large number of journalists' assessments of the performances of the organisations on a number of parameters as well as of the reputations of the organisations in areas such as green transition.

The underlying study is in principle a total survey where all listed business journalists, for example, are interviewed.

The number of companies/organisations assessed is in the region of 40 companies. This includes Barometer customers, the chosen benchmarks of the customers in addition to a number of very large non-customer companies.

This is a specialised interview form within the field of "qualitative studies". In principle, each customer gets 20-30 in-depth interviews covering themselves in addition to 30-40 in-depth interviews about their chosen benchmarks - in total between 50-70 in-depth interviews with journalists.

The reporting has a quantitative part with the answers given on a 10-point scale and reported semi-quantitatively. In the qualitative part, a number of open statements about the customer and benchmarks are reported.

2. Benefits

There are four main benefits:

a) The Barometer acts as a bridge between the individual company as well as the media and for the entire media-business relationship in general. At a time when the distance between media and companies is increasing and access to media attention is more difficult than ever, the PR Barometer is intended to be a useful mediator.

b) For an organisation that wants to continuously improve its media management, the PR Barometer is designed as a broad toolbox.

c) To journalists who wish to gain access to top management; to get better enquiries from companies, and to promote an understanding of the working conditions of journalists, the PR Barometer is a direct broadcast channel to that target group.

d) For companies and corporate PR departments, the PR Barometer is an opportunity to acquire knowledge of how well they have performed over the past year. This may be recognition they do not get internally because performance information is hard to come by.