Why we’re opening KNB PRISM for press releases to the industry

By Chintan Shah, President, KNB Communications

In every industry, there comes a moment when disparate, siloed metrics no longer cut it. For SEO / digital marketing, that moment came years ago, when Moz introduced its Domain Authority (DA) score in 2009. Instead of wading through an endless array of backlinks, keywords, and ranking signals, marketers finally had a single, blended score they could use as a benchmark.

Healthcare communications is now at that same crossroads.

For too long, press releases have been evaluated using scattered, inconsistent data points: impressions, pickups, clicks, engagement rates, etc. Each metric can be valuable on its own—but taken in isolation, they only tell part of the story. As an industry, we’ve lacked a unifying standard to measure press release performance in a holistic, credible way.

That’s why we built KNB PRISM™ for press releases.

For too long, press releases have been evaluated using scattered, inconsistent data points: impressions, pickups, clicks, engagement rates, etc. Each metric can be valuable on its own—but taken in isolation, they only tell part of the story. As an industry, we’ve lacked a unifying standard to measure press release performance in a holistic, credible way.

That’s why we built KNB PRISM™ for press releases.

A single score for press release impact

KNB PRISM was created to help our clients cut through the noise. Instead of piecing together data from multiple dashboards, KNB PRISM blends the most meaningful metrics into one composite score—ranging from 0 to 1000—that captures the true impact of a press release.

People don’t stop caring about individual stats like pickups or views, but having a single number allows them to:

• Benchmark performance against past releases and industry peers.
• Communicate results simply and effectively to executives and boards.
• Align strategy around data-driven insights rather than instincts.

And just like Moz DA quickly became an industry standard, we believe KNB PRISM for press releases can bring the same clarity to healthcare communications.

Why free access to KNB PRISM for press releases matters

At first, we developed PRISM as an internal tool for KNB clients (who are all in the healthcare, life sciences, and biotech space). The response was overwhelming. Clients loved the simplicity of having one score that captured the complexity of performance. Many began asking for scores on past releases, or used KNB PRISM insights to shape their future media strategies.

That’s when it became clear: KNB PRISM was bigger than us.

If our mission as an agency is to advance the field of healthcare communications, then it only makes sense to open this tool up to the industry. By making PRISM free, we’re setting a higher standard for measurement, empowering communications professionals everywhere to speak the same language of impact.

Raising the bar for healthcare PR

Healthcare and life sciences organizations are under pressure to justify every investment, including communications. Anecdotes don’t always sway executives. Screenshots of media placements or lists of impressions only go so far. What leadership needs—and deserves—is a credible, standardized score that ties communications activity to business impact.

KNB PRISM delivers that. It’s not meant to replace traditional analytics, but to unify them.

An open invitation

We’re proud to release KNB PRISM to the industry at no cost. You can use it to:

• Score your most recent press release.
• Go back and benchmark all your releases from the past year.
• Compare performance and identify what drives the highest impact.
  
  

Currently, there are no limits on how many times you can use it. The more people who use KNB PRISM for press releases, the more powerful it becomes as a shared standard. Together, we can move from fragmented metrics to a unified score that elevates the entire field of healthcare communications.

Access KNB PRISM for press releases here

Read the full announcement

Closing

At KNB Communications, we believe transparency, rigor, and innovation are the future of healthcare communications. Opening KNB PRISM for press releases to the industry is our way of contributing to that future.