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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

1. What was your personal PR highlight in the first half of 2025?

My highlight was definitely the workshops and presentations on AI in communications – particularly our three “Comms without AI? Not for me!” events. At these sessions, we at Microsoft presented specific use cases to colleagues from across the communications industry and demonstrated how AI can be used effectively.

The response was tremendous: all sessions were well attended and sparked fascinating discussions. These events once again showed me how important it is to create spaces for exchange and shared learning.

2. Was there anything that surprised you or made you rethink your approach as a Communications Executive in the first half of the year?

What really made me reflect was the speed at which AI has entered the world of communications – and, at the same time, the inequality in access and understanding.

Over the past few months, I’ve had many encounters, conversations, and presentations, and I can clearly see curiosity and openness towards AI technologies growing. But knowledge levels and actual usage differ dramatically.

Some people are already working with established tools within their organisations and gaining experience, while others are still at the very beginning and need a basic introduction. Then there are those waiting for the “magic wand” – the one tool that will do all the work for them.

At the same time, the use of “shadow AI” is increasing – tools being used without official approval or training. To me, this shows that technology is evolving rapidly – and our industry must not only keep up but actually run alongside it.

I often ask myself how we can manage this balancing act: between enthusiasm and responsibility, between speed and depth.

3. Which topics do you think will shape communications work in the coming months?

I’m convinced that AI will continue to be the central topic. The technology is here, it works, and it offers genuine added value. Now it’s about adoption, training, and persuasion.

A key focus will therefore be integrating AI into everyday work: how can we ensure that AI isn’t just used sporadically, but strategically and sustainably? How do we communicate its added value – beyond efficiency – for example, in content quality, audience engagement, or crisis communications?

I see this as a major task, particularly for leadership. It’s not just about tools, but also about trust, competence, and a shared culture of learning. AI agents are no longer a distant vision – they’re already entering the workplace and becoming more autonomous with every development step. It’s increasingly important to understand not only their capabilities and functions, but also their impact on roles, collaboration, processes, and responsibilities within communications.

4. Suppose your team no longer had access to the Meltwater platform from tomorrow. What would you miss most in your daily work?

We’d be flying blind. We would mainly miss the ability to capture and assess media resonance in real time and to evaluate it strategically. Without that data foundation, we couldn’t react quickly to developments.

However, if Meltwater’s team integration were still functioning in that case, we could bridge the gap fairly well.

André Pechmann, Director of Communications at Microsoft Germany

As Director of Communications, André Pechmann is responsible for all communications activities at Microsoft Germany. Previously, he led corporate communications at Kyndryl, where he and his team successfully positioned the newly independent company in Germany following its spin-off from IBM.

André Pechmann has several years of experience in communications consulting and has worked with numerous German and international clients.

The Future of PR Series: André Pechmann (Microsoft)

Before the internet, competitive intelligence was often conducted through acts of industrial espionage. While this may still occur, there are much easier (and more ethical) ways to gain insight into our competitors today.

Companies can (and should) learn from the successes and failures of their competitors because gathering competitive intelligence leads to growth. By paying attention to competitor data and industry trends, you will be able to make better-informed strategic marketing decisions.  

Why Is Competitive Intelligence Important?

How to Gather Competitive Data: CI Is a 6-Step Process

Sources to Easily Gain Competitive Advantage

4 Real-World Competitive Intelligence Examples

How Meltwater Can Help You to Always Stay One Step Ahead of Your Competitors

If you're interested in how you can use Meltwater to benchmark your PR & social performance against your competitors, complete the form below and we'll get in touch!

The following blog is an adapted snippet from our latest whitepaper, "The Social Media ROI Playbook: Driving Growth with Social"

Competitive intelligence (or market intelligence) is the action of gathering, analyzing and distributing information about products, markets, customers and competitors.      

Anticipate your competitor’s likely next steps

Managing increased competition for media attention was cited as a top challenge by 21% of PR teams in Meltwater's 2026 State of PR report. By collecting valuable information through the process of competitive benchmarking, it makes it easier for you to then create an effective and efficient competitive strategy and stand out. Competitive benchmarking is a great starting point for those just starting to dabble with competitive intelligence. 

Benchmarking is a good way of understanding how a company is performing against others and importantly ensures that they can stay competitive in the market. It provides insight into what a competitor is doing, what works, what doesn’t work, and what companies can use to their own advantage, whether that’s by adopting successful practices or avoiding ineffective ones.

Tanya Houston, Managing Director, Wildwood PR

In simple terms, competitive benchmarking involves analyzing which part of the pie (aka the total volume of conversation) is related back to your brand versus competitors. Marketing and PR teams tend to look at how share of voice develops over time so they can identify peaks and troughs in conversations for their brand versus competitors and understand what’s driving this/ measure how reach and awareness stacks up. 

Other metrics aside from media volume that are often benchmarked include:  

The good news is that you don't need to be a large company to utilize CI or conduct a competitor analysis. Businesses of all sizes and various industries can make use of it.

Here are some industries for which competitive intelligence has proven beneficial:

Later on, we will provide some real-world examples to demonstrate how some of these industries gather competitive data using competitor analysis tools. 

Let's continue and break down the main benefits of competitive intelligence.

Ready to begin tracking your competitors' online campaigns? Complete the form below and we'll get in touch!

Competitive intelligence is important because it helps businesses understand where they stand within the competitive landscape, define their market share and identify opportunities as well as challenges in the industry. 

Goals and benefits of competitive intelligence

To put it simply, the goal of competitive intelligence is to make your product or service stand out from the rest and to always be informed about what your competition is up to. In order to achieve these goals, CI has to be effective and repeatable. 

Competitive intelligence has many benefits. It makes it possible for businesses to:

Get insights around market developments (e.g., geographic development, marketing, recruitment)

Position themselves strategically in the market (i.e., market positioning)

Analyze the competitiveness and reputation of their brand, in relation to the industry via brand tracking

Improve their marketing efforts by analyzing what others are doing (from product development to social media)

Now it is time to see how competitive intelligence really works.  

How do you collect relevant information on your competitors and use it to boost your business? 

Basically, what you need to do is execute these six steps: 

Determine key areas of interest & set your goals

Sounds complicated? Don't worry, we will explain each phase in more detail.

Tip: Consider downloading our free 4 Step Guide to Staying Ahead of Competition on top of following the following steps.

First and foremost, you need to identify the competitors you want to monitor since your competitive landscape is most probably pretty vast. 

Tip: Start small by limiting your market research to your direct competitors. Those are the companies that sell the same product/service as you to the same target audience. This way you can develop a business plan or a business strategy focussing only on the companies you come up against the most. Once you need more extensive market research, consider using market research tools.

[2] Determine Key Areas of Interest & Set Your Goals

Ask yourself what interests you most about your competitors: Their product updates? Their team? Their recent marketing and social media efforts? 

Concerning the latter, we should not forget to mention media intelligence (also known as media monitoring), the process of collecting and analyzing data that has been generated by various media channels. It is important to not only focus on media mentions, tonality, etc. of your own brand but also to look outside the box. 

Has a competitor had a brand crisis? A competitor’s opportunity or threat can easily become yours too, so it’s wise to keep an eye on conversations surrounding their brand or your industry. There are two different ways you can do this.

The best way to see how your company and competitors are perceived across media is by implementing a media monitoring tool. 

Later on, you will find out more interesting facts about what our media monitoring solution can do for you.

Tip: Self-demo our Media Intelligence Platform for free 

The next step in gathering competitive data is to set internal objectives and ask yourself what to do with the acquired information. Setting these goals will give you a clearer idea about what you need to achieve and deliver. This step is often overlooked, but it is important to make sure the time you are investing in completing this research benefits your team and can be used to improve your business.

Wondering, "How?" Well, this is the point where you have to take some time to explore the online presence of your competitors and gather and store information about their services, products, websites, social media engagements, etc. The more data you have, the better, as it will help you pull out valuable insights. This process can be made quicker with the help of different easily accessible sources enabling you to gain a competitive advantage.

The next chapter will give you an overview of the most useful sources to collect intel.

Let our AI-powered media and social media monitoring platform gather the data on your competitors instantly via competitor monitoring. Self-demo our Media Intelligence Platform or fill out the form below to learn how Meltwater can save your team time!

The process of collecting competitive intelligence can be time-consuming as the data is usually in various formats and spread across multiple platforms. Consequently, keeping track of your competitors and the competitive landscape in real time can be stressful.  

That's why it is important to accumulate all the information in one central location to simplify the further process of competitive analysis. That way you don’t have to search for that same fact or figure you recalled seeing on a website weeks ago. The most effective way to achieve this is to leverage a competitive intelligence platform like the Meltwater Media Intelligence Suite.

Once all the data is in an easy-to-find location, it is time to start categorizing insights by creating a competitor profile. Think of it as a 360-degree overview of your competition.

What is the definition of competitive intelligence and how does it work? Dive into the intricacies of different types of competitive intelligence and tools you can use to maximize it's effect. This blog is adapted from a section in our whitepaper, The Social Media ROI Playbook.

What Is Competitive Intelligence and Why Does It Matter?

Hitting “Publish” shares your story with the world, but it doesn’t tell you if anyone cares about it. That’s why public relations reporting is an essential next step, and it’s one that’s often overlooked.

PR reports turn raw coverage into clear metrics that prove your efforts matter. Reports display sentiment, reach, share of voice, and actions — data that shows how your message resonates and how it influences business goals. 

If you don’t have these insights, it’s impossible to know which campaigns drive awareness, which ones deliver results, and which ones get lost in the noise.

Teams that measure and share their results build credibility and improve decision-making. Here’s how to use PR reports to ensure that every press release is more than a trending headline.

Demonstrating ROI and Tracking Performance

PR Report definition: A formal summary of the key PR metrics, insights, and outcomes of a PR campaign to demonstrate impact. Also called a public relations report.

PR reports compile data on media coverage, social engagement, audience reach, sentiment, and website traffic to demonstrate the impact of PR activities. Put another way, they translate activity into value.

These reports combine the many moving parts of PR — like press releases, media pitches, influencer mentions, and social conversations — and organize them into trackable, measurable results. They tell the clear story of how PR efforts shape awareness, reputation, and customer actions.

PR teams usually share their reports with:

These reports might be tied to a single event or campaign, or they could summarize PR efforts for an entire quarter or year.

In modern PR, reports guide strategy. These reports compare results across campaigns, channels, or time periods, allowing teams to identify what resonates and how to adjust in the future.

The exact purpose of a PR report may vary, but it will typically include the following components:

The executive summary will be the first thing readers see. This section should give an overview of the report. If this is the only thing readers see, they should have a clear understanding of the PR activities and their impact.

This is the place where you should highlight your most important metrics, such as:

This part comes first in your report, but you’ll typically write it last. It’s based on all of the other content in your report, so this section is usually quick and easy to write since you already have the information you need.

When you report on PR, the numbers mean little if stakeholders don’t understand what you were trying to achieve in the first place. That’s why an Objectives and Goals section in your PR report is crucial — it shares upfront what you want to accomplish and why.

Getting coverage in a specific publication

Earning media coverage for a certain product or service

Increase sentiment around your brand after a crisis

Whatever your goals, make them clear to stakeholders. These objectives add context to your campaign choices and results.

PR campaigns contain many moving parts. Dedicating a section to specific activities and campaigns show how you planned to reach your goals.

For example, if your goal is to increase positive sentiment around your brand, the activities and campaigns section should list the articles published that were designed to impact sentiment favorably.

Provide a clear connection between the goals and objectives and the steps taken to achieve them.

After defining the campaign specifics, you can drill deeper into individual coverage and the impact each piece created.

For example, if you got published in five different media outlets, you can share the metrics of each outlet, such as reach, shares, and earned media value.

Side-by-side comparisons demonstrate the value of each type of media coverage in relation to others. This gives stakeholders a solid idea of the coverage’s effectiveness.

You can also provide general information for each publication, such as average monthly visits to the site or reader demographics. These can demonstrate the role and value of the publication in your strategy.

TIP: Don't miss our article How to Measure Media Coverage if you need more tips and best practices for demonstrating your PR impact!

Audience engagement metrics show how deeply media coverage resonated with readers. It also helps you attribute certain actions to your PR efforts.

For example, a reader might click on a link to your company from the press release. This engagement indicates interest and shows how your coverage resonates.

Creating a PR report means crafting a narrative that proves your impact. This involves collecting numbers, walking stakeholders through what you set out to achieve, and spelling out what the results reveal about brand awareness, sentiment, and audience behavior. 

Follow these steps to write a data-driven PR report.

Data forms the foundation of all public relations reports. To ensure your report tells the full story, you’ll need to spend time clipping articles, checking views and research, and connecting coverage to actions.

Doing a media impact analysis gives you specific answers to questions you’ll want to include in your report.  It helps you understand what the publicity means in the context of your goals.

Here’s some of the data you might review:

SEO metrics (e.g., keywords, changes in rankings, backlinks)

Social media engagement (e.g., likes, shares, comments, new follower count)

Sentiment analysis (before and after coverage)

You can also use PR monitoring platforms like Meltwater to track data automatically and compile it into easy-to-understand insights.

Meltwater's media intelligence solution delivers PR pros actionable insights and metrics you can easily showcase to leadership. Click here and fill out the form below for a demo!

For each publication mentioned in your report, analyze its performance metrics to show impact. This step allows you to evaluate the quality and impact of the coverage.

Start by looking at reach and impressions to learn how many people potentially saw the article. Then pair these numbers with audience demographics (if possible) so you’ll know whether the coverage reached your target audience.

From there, you can dig deeper to look at sentiment analysis for each piece and gauge how the outlet framed your brand (positive, negative, or neutral). 

You can also assess whether the coverage accurately captured key talking points, quotes, or calls to action. Knowing message pull-through for each piece can add more credibility to your PR efforts and make your report stronger.

This process helps you identify your most valuable outlets, which can help you redefine your pitching strategy and build relationships with journalists and outlets that deliver the strongest ROI.

Public relations reports should be easy to read and digest. Readers should see the most important numbers and know what they mean without having to wade through large text walls and lengthy explanations.

Break the report into clear, logical sections. For digital reports, a clickable Table of Contents allows readers to jump to specific sections with less scrolling. For printed reports, consider using page numbers and load the most important information first.

Visuals are key to a solid PR reporting structure. People process images faster than text, so make your report stand out with meaningful imagery. 

Graphs showing share of voice and sentiment

Charts displaying metrics and comparisons

Ultimate Guide to Writing PR Reports

When it comes to alcohol brands, creators with food-forward audiences, like bartenders and chefs, are always top of mind for influencer partnerships. But as influencer marketing has matured, so has the hard beverage sector’s approach to it. Today, new and legacy alcohol brands alike are generating great engagement — and high Estimated Media Value (or EMV, more on that below) — by partnering with a more wide-ranging set of social media influencers. Think athletes, artists, adventurers, and more. 

With so much sameness flooding social media feeds, there’s never been a better time for alcohol brands to get creative with influencer marketing. We used our influencer marketing solution to highlight how innovative partnerships are driving delicious results in the alcohol industry. 

What are the benefits of influencers for alcoholic beverage brands?

Why is Estimated Media Value (EMV) important in influencer marketing?

3 types of influencers driving impact for alcoholic beverage brands

Key takeaways: Alcohol brands and influencer marketing

FAQ: Alcoholic Beverage Influencer Marketing

For alcohol brands, social media influencers are key partners for expanding awareness and boosting exposure with digital-native audiences, like Gen Z. For liquor and other mixed-drink ingredient brands in particular, influencers can show your product in action with walk-through recipes and cocktail-making demonstrations. More broadly, influencers can lend alcohol brands trust and relevance by featuring them as part of a specific lifestyle or digital community.

To learn more about how the world’s leading alcohol brands are successfully leveraging influencer marketing, download the Alcoholic Beverages Influencer Benchmarking Snapshot. 

Estimated Media Value, or EMV, is a metric that translates influencer campaign performance into ad spend value. It’s important because it allows for ROI comparison between digital and traditional marketing activities. For example, an Instagram post that has $2,000 EMV achieved the same results in terms of visibility and engagement as $2,000 of traditional ad spend. While determining EMV can be complex, Meltwater’s influencer marketing platform calculates EMV automatically, both for individual posts as well as across campaigns.

Foodie influencers will always be important partners for alcohol brands, but that doesn’t mean they’re the only options. Let this handful of examples be your inspiration for exploring the wider possibilities of influencer marketing in the beverage sector.

Note: The EMV values mentioned below were calculated with Meltwater’s influencer marketing solution.

The Meltwater Blog

The Future of PR Series: André Pechmann (Microsoft)

What Is Competitive Intelligence and Why Does It Matter?

Ultimate Guide to Writing PR Reports

Three Types of Influencers Driving Results for Alcohol Brands

What Is a PR Coverage Report? Guide & Best Practices

How To Use a Social Wall With Examples

What's Trending? The Top TikTok Trends for 2026

Best PR Measurement Tools and Analytics Software (2025 Comparison Guide)

How Automotive Brands Are Driving Mega Results with Micro and Macro Influencers

How Meltwater is Putting Brand Builders Back in Control

Brand Sentiment Tracking: Monitor the Perception of Your Brand

Digital 2026 Global Overview Report