PR Partnership: You Scratch My Back, I Scratch Yours
Evaluating the best choice for a PR partner is not always a straightforward task. Luckily, with the availability of media intelligence solutions like Meltwater, we can implement a variety of KPIs to help us review the effectiveness of a PR partnership and make informed decisions based on real metrics.
Evaluating a PR Partnership: Coverage, Reach, and Relevance
Metrics to looks for when considering a PR partnership include coverage, reach, and relevance. They will help us answer questions, such as: How many people does a potential PR partner reach? What’s their audience’s geographic profile? Of course you’ll also want to be make sure there’s alignment on brand values and strategy—a conflict of interest can cause more harm than good.
Evaluating a PR Partnership: Geographical Spread
Having a clear idea about where our target audience is located serves as a compass when evaluating whether or not to pursue a PR partnership.
- Where does the majority of our audience live in comparison to the PR partner?
- Is our PR campaign designed to reach our customers at home, in neighboring countries, or down under?
- Is the PR partnership complimenting the geographical spread, target, and status or everyone involved?
Meltwater’s world heat map visualises our global footprint to help identify where our brand the potential partner’s are being mentioned. If our aim is to improve global PR coverage, a heat map will indicate whether or not the PR partnership is a good match for helping us increase brand awareness overseas.
Evaluating a PR Partnership: Sentiment
As PR pros, our aim is to generate positive coverage about our brand in relevant media outlets. Meltwater Media Intelligence platform helps us listen to billions of online conversations, both on social and in the press, so that we can understand how we compare to potential partners. For instance, we’ll want to avoid a knock on effect from a partner’s bad publicity.
Evaluating a PR Partnership: Competition and Share of Voice
It’s also important to look at our potential PR partner’s media coverage from a competitive perspective.
- What are the main publications that their competitors are being mentioned in?
- Who’s receiving a higher share of voice?
- Who’s talked about more positively?
- What keywords and themes surround them compared to their competitors?
Answers to these questions can allow us to make informed decisions about forming our next PR partnership.