By Bridget Ann Peterson of the GlobeNewswire Media Relations Team
Intrado Digital Media president Ben Chodor said it best: “The public relations industry is under increasing pressure to innovate, evolve and better use data to prove impact. While communications have become more challenging, new tools and technologies are enabling PR pros to reinvent the way they monitor and measure work.”
When it comes to PR, one of the most common complaints from the C-suite is about how difficult it is to judge return on investment (ROI). Monitoring and measuring the effectiveness of PR is critical to justifying its cost.
PR leaders also are faced with increasing demands for accountability. This means processes that deliver measurable results are of the utmost importance. With digital ROI becoming easier to measure, the need for accountability continues to grow.
Keep reading to learn how to quantify your PR impact through media monitoring, to better report on the success of your campaigns.
How to Use Data Measurement: Where to Start?
To start, it’s important to understand the answers to “what,” “how” and “why” during the planning phase of your PR campaign. This will ensure everyone understands its goals and objectives – from the working level to the C-suite.
In order to effectively structure and measure tangible key performance indicators (KPIs), start your planning by answering the following questions:
- What are you trying to convey?
- What are the key messages?
- Do you want behaviors to change?
- What will be evaluated?
- Number of articles/mentions?
- Number of spokesperson quotes?
- Asset use?
- Outside endorsement?
- How will you compile your results?
- Clipping tools?
- Monitoring and measurement software?
Next, consider how exactly you will conduct, measure and evaluate the following:
- Message exposure
- Audience review
- Impact analysis
For example: Measuring message exposure will involve collecting articles or mentions of your campaign found on traditional and social media platforms to determine the number of media impressions/mentions and its potential reach.
From here, you can establish which publications or influencers covered the campaign to better understand your audience’s awareness, comprehension and retention of your key messages.
This leads us to the final step, measuring the impact of your campaign by looking at how attitudes, behaviors and opinions have been changed since its launch.
What Does Effective Media Monitoring Look Like?
The collection, review and interpretation of data from campaigns used to be rather time-consuming, complicated and expensive.
Thankfully, with the rise of PR software there are monitoring tools available today which have changed the game. PR professionals now have access to tools which showcase exactly what has been accomplished through data measurement.
Effective media monitoring tools help you collect, read, analyze and interpret the data collected in real-time from both traditional publications and social platforms, without being bogged down by multiple logins.
One of our previous posts says it best regarding what effective media monitoring looks like. Check out this excerpt from “5 Best Practices for Effective Media Monitoring”:
1. Cast a Wide Net
Top-tier media outlets and Twitter aren’t the only channels that matter when it comes to an efficient media monitoring strategy. New bloggers, journalists and publications come about often. Along with their arrival, so do new and important audiences. Use the knowledge gained from these new sources to build more dialogue within their respective communities, using content that will resonate with new audiences.
This insight can come from many different sources. You can monitor mentions of your brand, but always pay attention to topics adjacent to your brand. Tracking your competitors and industry segments will reveal threats, open new opportunities with consumers, inform your product roadmap and future campaign success.
2. Benchmark, Benchmark, Benchmark
“What happened yesterday will impact tomorrow.” This rings true for your content strategy as well.
Year over year, quarter over quarter, month over month, or week over week, benchmarking your content performance through monitoring will give you a unique perspective vs. the competition. It opens you up to establish success criteria, best practices and opportunities for improvement.
Focus on specific time periods and trends to see how your audiences interacted with competitor products, industry trends and your owned content. Listen to what the media was saying and predicting. This research will help inform your communications strategy.
3. Automate Your Workflow
Listening and reporting takes time. A lot of it. Which is why the media monitoring industry is growing rapidly.
That growth has come with incredible technology and services. No matter if you’re a marketer, PR or communications professional, sales manager or customer support representative, what’s said online and how your company reacts will reflect upon your brand and, potentially, even your industry.
Email alerts and outsourced reports are a great way to streamline any monitoring workflow. With the right technology or reporting partner, you can create many types of automated reports.
Peak or volume threshold alerts will keep you updated with any trending content, potential crises or any other topic with increased volumes. Real-time alerts will automatically notify you of any outlets or social authors mentioning important topics. Scheduled alerts and daily coverage reporting will save hours a day and are vitally important in your internal and external communications.
4. Support Other Departments
Each organization is different and success criteria will change throughout the year. It’s important to stay informed as to what different teams are expecting in your reporting. Your daily coverage needs to stay relevant and your analysis accurate.
For example: For those speaking negatively about your brand online, what are they saying…are their conversations similar? Is it a larger service issue? Use this information to inform your customer support teams to build more proactive support strategies.
Your competitors are also going to change their strategies from time to time. Keep a close eye as to what they are doing and use that content with your sales team. Identify and pounce on new opportunities and build on any momentum your industry is generating.
5. Be Agile
As your audiences moves into new topics and trends, you need to understand how you’re going to interact with that audience and constantly revise your outbound strategy. Whether you just completed a campaign, product launch or a successful conference, use these events as an opportunity to review your process and overall PR/marketing plan.
Work closely with your media monitoring partner to ensure that both the services and technologies are working at their full potential. If you are utilizing alerts or a technology, ensure that you are watching for new hashtags and keywords that may affect your content strategy.
How Can Notified Help?
Notified can provide custom reports outlining your campaign’s media exposure, potential reach, engagement and sentiment.
Being able to monitor and react in real time to what media and influencers are saying about your company or brand helps to improve KPIs.
To learn more about how Notified can measure the impact of your campaigns across all traditional and social platforms, all in one view, request a personalized demo today.