The size of the clippings book is often used to demonstrate return on investment for PR campaigns. However, this does not provide a fair or accurate picture of what audiences actually see, read and react to online. A non-profit organisation was measuring PR success based on the volume of coverage alone. PRSV analysis focused on audience impact to reveal how effectively PR messages were being delivered and to show which media were having the greatest influence. This has allowed the organisation to fine-tune its messages to ensure cut-through of key themes. The analysis also revealed that the organisation’s positioning (what it is known for) in online media coverage was not as expected. It needed to adjust the emphasis of its PR messages.