Case Study: Travel Alberta achieves more reliable media relations measurement with Agility PR Solutions

Why Travel Alberta shifted to measuring coverage quality, not quantity, with the help of custom media quality scoring and Agility PR Solutions

Travel Alberta, the tourism marketing agency of the Government of Alberta, needed a more accurate way to measure the impact of its media relations. Traditional advertising value equivalencies (AVEs) could not properly reflect the quality of coverage, especially across digital media, so the organization sought a better framework to evaluate earned media performance.

Travel Alberta partnered with Agility PR Solutions to operationalize its Media Quality Score (MQS), a rubric-based system for scoring coverage across 11 business-aligned elements. Agility PR Solutions handled the daily briefing and article scoring work for North American coverage, giving Travel Alberta reliable, transparent, and replicable results. The team can now compare coverage month over month and year over year, quickly identify top-performing stories, and focus internal resources on strategic outreach instead of manual analysis.

Travel Alberta

Susan Darch

Director of Global Media and Content