Which measurement considers the overall reach of a media story?

The correct choice is media impressions because this measurement specifically quantifies the total number of times a media story has the potential to be seen by an audience. Media impressions consider not only the number of individual viewers or readers but also how many times those audiences may have encountered the story across various platforms. This collective reach helps public relations professionals gauge the impact of their media outreach, as it reflects the potential exposure of messages to the public.

Audience recall, while important, focuses on the extent to which the audience remembers the story, which does not directly measure reach. Qualitative feedback is concerned with the subjective insights and opinions generated from the audience regarding a story, rather than its reach or visibility. Report duration pertains to the length of time a story is aired or remains available, but it does not measure how many people have actually seen or engaged with it. Thus, media impressions provide the clearest insight into the overall reach of a media story.