Earned attention, and the creative that earns it.
Earned media and creative are usually reported as volume, mentions counted, assets shipped. Decifer measures the parts that matter: share of voice against the field, coverage that actually carried your message, and the creative win-rate behind it, computed from your own data.
Volume is the metric that always goes up.
Mentions counted and assets shipped only ever rise, which is exactly why they are comforting and nearly useless. They say nothing about whether you are being heard more than your rivals, whether the coverage carried your message, or whether the creative you keep producing actually wins.
Decifer’s job here is to measure earned media and creative on the harder questions: share of voice against the field, coverage quality not quantity, and win-rate against production cost, the numbers that say whether the work is paying off.
What we won't do
- Report mention counts as if reach were the same as being heard.
- Count clippings without asking whether the message landed.
- Reward a higher asset count that quietly costs more per win.
What the module computes.
Three views across earned media and creative, computed from your own monitoring and asset data, by business unit.
Share of voice
Your slice of the conversation
Media mentions and your share of voice against target, tracked over time. Volume on its own flatters; share of voice asks the only question that matters in earned media, whether you are being heard more than the people you compete with.
What we measure
Share of voice vs your target, and the mentions behind it.
Coverage quality
Sentiment and message, not just clippings
The share of coverage that is positive and how much of it actually carried your message, not just a count of clippings. A wall of neutral mentions that never landed the point is activity, not earned media.
What we measure
Positive-coverage share against your floor, and message pull-through.
Creative win-rate & efficiency
What works, and what it costs to make
The share of creative that actually performs, set against what it costs to produce and how fast you ship it. The aim is fewer, better assets, not a higher production count that quietly costs more per win.
What we measure
Winning-creative share against your floor, production cost per asset, and velocity.
How it works, step by step.
The earned-media and creative review a sharp comms lead runs, judged on share and win-rate rather than volume.
Bring in coverage and assets
PR coverage with sentiment from your monitoring export, and creative assets with their briefs, uploaded or entered by hand, per business unit, into your isolated workspace.
Compute share of voice
Mentions are turned into share of voice against your target, so reach is judged relative to the field rather than as a raw count that always looks like growth.
Grade coverage quality
Coverage is scored on positive share and message pull-through against your floor, separating earned media that landed the point from clippings that simply existed.
Measure the creative
Winning-creative share, production cost per asset and velocity are computed, so the creative engine is judged on outcomes and efficiency, not output volume.
Issue the decision
Where share of voice is slipping, where coverage is loud but off-message, and where production is busy but losing, with honesty when the data is too thin to judge.
One decision, reasoned end to end.
A measured signal, what it means, and the move. The numbers below are illustrative.
Coverage is up, but you are losing the conversation.
Signal
Media mentions rose 18% this quarter, yet your share of voice fell from 27% to 21% against a 25% target, a competitor grew faster, and message pull-through sits at just 38%.
What changed
The raw count went up, so the activity report looks healthy. But the field got louder faster, so your share fell, and most of the coverage never carried the message, meaning the volume bought visibility without moving the story you are trying to tell.
The move
- Judge the quarter on share of voice and pull-through, not mention count.
- Concentrate effort on the few outlets where your message actually lands.
- Brief for message pull-through, not coverage volume, on the next push.
Winning share of voice with coverage that carries the message is the difference between being mentioned and being heard.
What the module reads.
Your PR monitoring export and creative asset list, uploaded or entered by hand, both work today. No channel API is required to start. Every figure is computed, never invented.
Pulling published creative and its performance directly from the platforms, YouTube, Meta and TikTok, is on the way, so views and engagement fill in automatically rather than being typed. Until then, asset metadata is entered and performance can be brought in by hand; share of voice and win-rate are computed either way.
See whether the attention is paying off.
Bring your coverage and creative, and the share of voice, coverage quality and win-rate appear the same day, by unit.