Media analytics is an essential part of every successful PR campaign. It tells what you lack in terms of media coverage, what channels you should focus on, and how you’re doing against your competitor. In an age abundant with platforms and mediums to tell your story, making sense of all your PR efforts is crucial. Here’s a checklist to help you know if your campaign is in the right direction:
1. Are your stories in the right channels?
If your stories aren’t seen by your target audience, then you’re wasting your PR efforts. Study your market well and know what they watch, read, and listen to. An effective PR campaign is not so much about exposure as it is about reaching your audience through the right channels. For example, a great avenue to feature gadgets would be through product reviews by tech bloggers. A brand for kids would be perfect on a television show for moms. Evaluate your campaign in terms of the avenues it utilizes and make the necessary adjustments to make it more successful.
2. Are your stories featured by an authority on the topic?
Target established and reputable influencers as they have a larger audience and make your story more convincing to readers. Choosing the right authorities for your PR campaign is vital because people know who they want to listen to and who they trust.
However, these authorities are harder to get pick-ups from because they’re not your average blogger or columnist. Get them to publish your piece by pitching it in the right angle and explain how it will help their readers. If you’re targeting a lifestyle blogger, make it very relatable to the audience by referencing things that are relevant to them such as movies or travel destinations. If it’s a business column you’re after, show statistics and numbers. Word choice and tonality are also important in getting the influencer’s favor. Most importantly, make sure that your story is comprehensive and of quality, as better content always equates to a higher chance of a pick-up.
3. Who is talking about your brand?
Your chosen journalists and influencers must share the same values as your brand. You need to keep this in mind because you want to be consistent with your message and positioning. What do they adhere to? What do they advocate? If it’s something that you don’t want to be associated with, like a certain political stance, then you might want to rethink choosing that person. Select one that would be a great ambassador for your brand, someone that you would be proud of sharing your story.
4. Do you have a bigger share of voice?
A bigger share of voice equates to more awareness for your campaign. Try to keep on top of your competitor by getting to influencers first and by covering all the relevant channels. Know what media to focus on based on your brand or product, and beat your competitor in terms of voice share. But again, make sure that your stories are comprehensive and of quality. At the end of the day, you want to strike a chord with your audience, not just reach them.
You need numbers to properly assess your PR campaign and make it more effective. M2.0 Communications can help brands by measuring its campaigns through comprehensive, metric-driven analysis. Click here to request for a sample media analytics report for your brand (parsed against your competitors) to know how much share of voice it has.