The modern PR professional has access to numerous online measurement tools, all of which provide important insights about your brand’s reputation and prove value. However, to effectively quantify your PR efforts you need to look closely at how well you are getting your message across by measuring whether your coverage references your key messages, the quality of the media presenting your information, the way it’s perceived and how this meets your PR objectives.
These four metrics will provide important insights into your audience, how they perceive your brand, when and where they receive their information, and will strengthen your relationship not only with the media but also your clients.
Key messages and topic penetration
Your key messages should align with what your business or client is aiming to communicate with their audience. While any positive coverage in the media is valuable, it’s vital your key messages come across the way you want them to, so your audience receives a coherent message across multiple platforms. Also, if your key messages are highlighted in the media, you’ll have tangible results to show your PR efforts are generating valuable discussions.
When you’re measuring media coverage, it’s better to focus on quality over quantity because not all mentions will result in a positive contribution to your campaign. It’s about being published in the media outlets that matter to you. For example, reaching ten raving fans will be more valuable than targeting fifty members of the public with no direct interest in your product, brand or client. We recommend you segment your preferred media outlets into tier 1, 2 and 3 (in order of relevance and potential target audience reach) to help prioritise when and where you send your press releases and statements.
Sentiment analysis identifies and categorises the way in which your client or brand is expressed in the media. Fundamentally, you want to look at tone – is it positive, negative or neutral? Depending on your PR objectives, you want to ensure the positive or neutral tone articles outweigh the negative ones.
Share of voice
Share of voice is your media performance/coverage in relation to your nearest competitors and can be used to measure the strength of your client or company’s media presence. It can be measured in terms of reach, size of audience, relevance of audience or overall volume of coverage. Knowing your share of voice outlines where your opportunities and threats lie, and helps you plan for future PR campaigns.
You want to utilise these four metrics on a daily basis to sustain your PR efforts and achieve your objectives – ultimately reinforcing the value of your PR planning and activity.
About the author:
As the Asia-Pacific Regional Director of Media Solutions at Meltwater, Mimrah Mahmood help organisations across the Asia-Pacific break down media data (social, print and other media) and make business decisions from insights; create a framework to progressively and scientifically track efforts in PR and marketing; build a road-map to improve your communication plan; and identify opportunities and threats that arise from competitors. As a leader within a multi-award winning company, Mimrah is proud to be advocating better measurement practices in PR, Brand and Strategic Communications for many of the largest MNCs in Asia-Pacific.
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