It’s no secret that when it comes to reporting, for years PRs have lagged behind their digital marketing counterparts. While digital marketing pros have the ability to track and quantify most of their efforts, PRs have historically been tied to justify their existence using metrics their board didn’t understand and that didn’t truly reflect their goals. But finally, that has changed. Finally, proving your worth to the c-suite will no longer be an uphill battle. Finally, the PR department is about to change from cost centre to a strategic function driving ROI. Introducing the new generation of PR Insights..
Easily gain insight into the coverage that’s driving traffic to your website and converting to revenue. PR Attribution calculates unique aggregated visitors that read your earned media and then visit your website, whether or not a link was included.
See the impact of coverage, measured in a way that you define. With PR Custom Scoring, you can apply weight to the areas of content important to you, like CEO, spokespeople, business growth or competitor mentions.
Are you noticing earned, owned and paid media initiatives continuously merging together, but you’re not sure how to drive and measure all media types? No problem. With Meltwater, you can easily manage all activities in one platform.
Every single plan, be it in PR or in general life, should have clearly defined goals. Afterall, you can’t prove successful without knowing the result you’re trying to achieve. While goals and objectives are sometimes used interchangeably, the desired outcome, scope and time frame is different for each.
In a nutshell, a goal is a description of a destination, whereas an objective is a measure of the progress that is needed to get to the destination.
Remember, your PR goals shouldn’t be set in isolation, rather, they should be linked to wider business goals. This ensures that your PR team moves in the same direction as the wider company. It’ll also help cement how the PR department plays an integral role in supporting the wider business mission and vision, while hopefully increasing your internal influence at the same time.
Although PR goals and objectives differ from company to company, they tender to fall similar categories. We’ve highlighted them below, along with the metrics used to measure them.
Measurement shouldn’t only come into play once a PR campaign finishes. In order to be truly strategic, PR insights gathered from measuring key metrics should influence planning, implementation and measurement stages. This is a simple way to increase the quality and quantity of media coverage, as well as measure how good you’ve been at doing just that.
PR professionals who sacrifice the use of data during research often work just as hard for a lower PR return on investment. Thankfully, due to a number of technology advances including artificial intelligence, PRs no longer have to manual gathering data, so there’s no excuse not to leverage it! With that in mind, here are a few ways you can weave PR insights into your campaign’s rollout:
Monitor Intelligently to understand your industry’s media environment so you can tailor your PR strategy to your audience, market and competition
Craft a Thoughtful PR Strategy to deliver the right message to the right audience
Hone your message:
Identify target publications:
Plan Media Relations Tactics to focus for efficient and effective outreach
Identify target journalists/bloggers:
Engage Meaningfully to drive relevance and reach
Make a thoughtful connection with individual journalists and bloggers:
Prepare your release for broad distribution:
Describe media coverage quality and quantity objectively:
It’s no secret that when it comes to reporting, for years PRs have lagged behind their digital marketing counterparts. While digital marketing pros have the ability to track and quantify most of their efforts, PRs have historically been tied to justify their existence using metrics their board didn’t understand and that didn’t truly reflect their goals. But finally, that has changed. Finally, proving your worth to the c-suite will no longer be an uphill battle. Finally, the PR department is about to change from cost centre to a strategic function driving ROI.
Depending on the PR measurement tool you’re using, your PR team may need to analyse the data themselves to pull out PR insights. This is the case for many tools on the market since they usually offer information, not insights. The difference here is vital, the example below demonstrates the difference:
Data – articles
Information – enrichments, like charts showing you the number of negative articles
Insights – what caused a spike in negative coverage
All the software in the world won’t help if you’re using a solution that only offers information and your team isn’t equipped to extract and interpret data. If you’re running low on analysts, or if data literacy isn’t a strong skill in your team, don’t sweat. At Meltwater we understand this is often the case, which is why we’ve invested heavily in advancing PR analytics to true PR insights.
By advancing PR analytics to PR insights, we do analysis for you, present findings in easily digestible forms and offer recommends actions. It’s simple to answer the “what?”, we answer the “what, why and what next?” so you can be more productive, more efficient, and provide better feedback to stakeholders!
Using innovative technologies, we're rolling out a number of PR measurement features to help you make better informed data-driven decisions. With Meltwater’s new PR Attribution and PR Custom Scoring features, you can:
Welcome to the new generation of PR measurement!
Tired of not being able to attribute the value of earned media to revenue? We don't blame you. That's why we invested in an innovative new PR Insight feature, ‘PR Attribution’ that helps you easily gain insight into the coverage that’s driving traffic to your website and converting to revenue.
While web Analytics tools like Google Analytics partially solved this problem, they only work for traffic from links and the majority of publishers and journalists don’t allow links in their articles. Furthermore, even if there is a link, a reader may not click it, but go to the website of the company mentioned directly or through a search engine later in the day. PR Attribution calculates unique aggregated visitors that read your earned media and then visit your website, whether or not a link was included.
Now you can quantify the revenue of earned traffic articles and identify publications/ authors to target in future campaigns, based on outcomes. Struggling to justify requests for additional budget? PR Attribution is the PR insight solution for you.
PR Custom Scoring
Fed up with “one size fits all” PR metrics that don't truly measure your goals? Well, now you can finally see the impact of coverage, measured in a way that you define. Our new feature, PR Custom Scoring, is an adaptable way to measure coverage while helping professionals to consistently measure the value of media coverage based on their own objectives and scoring criteria.
We understand that not all coverage is created equal. With PR Custom Scoring, you can easily apply weight to the areas of content important to you, like CEO, spokespeople, business growth or competitor mentions. You can gain insight into the value of a given article with a full breakdown of scores and compare to other pieces of earned media. What’s more, the adaptiveness of the new model means you can edit the scoring at any given time as your business needs change.
PR Scoring assists you with seeing how the total value of all your earned media coverage trends over time, for example, compare how you did this month vs last month, and provide presentation-ready reports to your stakeholders to show the value of your work.
Connect the dots between paid, earned and owned media
As you may have noticed, PR, marketing and social media are rapidly converging. This has resulted in PR pros being increasingly asked to roll up their sleeves and help manage and measure paid, earned, and owned media. It’s not surprising, either, considering social media has democratised communications. Real-time media is now the norm, with the general public breaking news on social networks on a regular basis.
What’s more, these days it’s now about earning and owning your PR distribution. PR heavily relies on content, but creating content is one thing; making it move is another. You can no longer put a press release on your website and hope it lands in front of your desired audience. Increased competition, partnered with content algorithms, means you need to find new ways to amplify it. This is a joint responsibility of marketing, PR and social media teams.
You need to be everywhere. Search results now define your brand. A continuous and ongoing search engine strategy that creates and pushes good content to the top of brand search results is vital. Proactive and optimised keyword phrases that are woven into the online brand publications are a positive bastion against bad PR that may pop up on the page one of search engine results. You can no longer just rely on the influence of the journalist to push your content out to the waiting world. Paying for reach and promotion of your message is now becoming a necessary evil in a new digital world.
Fortunately, as PR, marketing and social media teams converge, the tools needed for managing and measurement are converging right alongside them. If managing paid, earned and owned media is something you're struggling with, don't sweat. Our integrated PR solution enables you to define and measure all media types from one platform, so you can prove tangible business impact across paid, earned and owned media initiatives.
Whether you want to understand which top editorial stories (owned and earned) had the biggest impact on social media or how paid is driving press mentions, we have you covered! You'll also be able to effectively benchmark results since our all in one PR solution sources measurement data in a unified manner. Now you can rest well knowing you have a single source of truth and are rightfully comparing apples with apples.
Just as your PR message is tailored to your audience, the reports you create must also appeal to the needs of the stakeholder reading it. Your PR team have different concerns to your CEO. For example, while your PR team may want a more regular and granular dive into the numbers, your CEO is likely to want high-level information (which includes how you’re making an impact to the bottom line). So what kind of reports are out there?
Monthly reports: Target audience: PR Director/ Head of PR
With monthly reports, you have the ability to discover if you’re on the right track with numbers and KPIs. If an activity exceeds your expectations, you have a chance to rethink your plans and resources to repeat for further success. If your recent activities have not resulted in a positive trend, you can also make adjustments to your current setup to improve. With a monthly report, you have the opportunity to move the needle as you go.
Quarterly reports: Target Audience: VP, PR Director
Think of monthly reports as `sampling’ and quarterly reports as a representation of the final results. Here you’re not only able to spot trends, but present and defend your results. Does your KPI contribute to real business value? An effective quarterly report will be able to prove ROI, as well as how each and every £ is used and why.
Annual reports: Audience: PR Director, CEO, Board of Directors, Stakeholders
At the end of each financial year, the Executive Board decides on the next year’s budget. Your annual report can provide a basis for a long-term strategy and thus affect their decisions. This is your time to justify the use of resources and the right tools. In addition, an annual report can also form the basis for the expected return, as well as a target based on given resources.
Campaign reports: Audience: Junior PR team, PR Director, Head of PR
Campaigns usually have very specific goals. This could, for example, be the launch of a new product, expansion into a new market or branding of a specific product, event or just the company itself. With a campaign report, it is possible to measure the effect of a particular activity based on a specific goal.
Reputation reports: Audience: Depends on the scope and background of the situation. If a crisis was to develop it would be most stakeholders, if its general brand reputation it’s most likely to Head of PR/ PR Director
A crisis can ruin the reputation of a brand if it’s not detected and handled on time. The PR team has a vital role when it comes to dealing with a crisis. They’ll be focusing on turning the situation and conversation into something positive, as well as finding Influencers who can speak of the company in a more positive light. Therefore, it is incredibly important that the communication department’s role in managing this activity is documented for management. Analysing and reporting the conversation and its development is crucial day by day, minute by minute. This is when real-time Media Intelligence Dashboards come in handy, in particular as the crisis unfolds. However, a full report on a crisis or attempt to turn a reputation is very important in order to understand and prove how the company’s brand is perceived today.
In addition to the KPIs identified as critical to measure when it comes to your PR and business goals, we’ve also identified 3 key elements that can raise the quality of your media reports, as well as prove ROI.
Whether you work with monthly, quarterly or yearly reporting, an executive summary shouldn’t be overlooked. The executive summary indicates how your activities evolve over time, as well as giving an overview of the most relevant KPIs. Your executive summary should be sharp and concise detailing KPIs insights to help stakeholders evaluate activities.
Benchmark analysis is particularly important in quarterly and annual reports. It allows you to compare your activities and performance with previous periods – but also against competitors or other departments/product lines internally. The example below shows a Share-of-Voice analysis based on reach and media exposure.
An annual report can, amongst other things, be used to emphasise the company’s position in the industry (eg by SOV, engagement, etc.), as well as predict trends and rank the business based on several factors such as volume and sentiment. Use data and insights for an entire year and combine it with intelligent media searches and real-time data to predict trends and be at the forefront of competitors. This will help solidify your positioning as a thought leader.
The combination of tools that your company uses is known as your “technology stack,” and choosing the right tools involves making big decisions. Researching the most appropriate tool/s for your PR needs can be an overwhelming process. As the tech space proliferates, the choice of PR partners to choose from also increases – as does the confusion over comparing, evaluating and making good purchase decisions.
To help narrow providers down, it’s a good idea to create a list of what you need from a PR solution – that may be integration capabilities, content scope, higher level of account support, global implementation, certain tool features etc. While you may not be acquiring a PR tool via a tender process, this Request for Information (RFI) downloadable template will help spark ideas as to the type of questions that are important to ask and which answers are more important to you!
Meltwater continues to invest in delivering a wide breadth of content to more than 30,000 brands worldwide. We're doing this by growing the World’s largest news and social media database. Our industry-leading AI-powered crawlers, and a network of global partnerships with content providers such as Twitter, Reddit and Dow Jones, help us capture more content than anyone else. More content means more reliable analytics that help you find the insights you need. We utilize artificial intelligence to discover content from all corners of the internet, pulling our results from over 1.3 trillion documents. What's more, we add over 500 million new documents every day! While this all sounds very tiring, from a client perspective, it's a smooth ride! We do the work for you.
We understand that the modern user expects simple and elegant consumer applications. That’s why our PR solution prioritizes simplicity and efficiency with a sleek new intuitive navigation and design that has streamlined user experience at the core. Fill out the form to learn how you can transform every stage of your PR strategy and workflow with our PR solution today!
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