[VIDEO] Traditional Media Analysis & Measuring Media Effectiveness

What’s fascinating about traditional media analysis is that it’s not difficult, yet most PR pros don’t bother measuring media effectiveness.

By: Michael Brito

Category: Analytics

What’s fascinating about traditional media analysis is that it’s not difficult to do, yet most PR pros ignore the basics of measuring media effectiveness.

What is Traditional Media?

In the most basic terms, the traditional media definition is not very complex. It’s the news media.

However, traditional media can be segmented a variety of different ways. For example, the business media can be identified as those media outlets like Bloomberg, Forbes or Fortune. Tech media can be described as the Verge, TechCrunch or VentureBeat.

There are also consumer and lifestyle media publications like People, Vanity Fair or Good Housekeeping; and you can’t forget trade media publications which focus on different verticals and industries.

Smart Traditional Media Analysis Wins All The Time

Over the last few years, I’ve been working on this model that tries to articulate the journey that PR teams go through with media analysis. I call it the Media Intelligence Maturity Model.

It’s important to note that this model isn’t necessarily sequential. There are many variables to consider like the size of company, the vertical, whether or not it’s multinational, and the sophistication of the marketing and PR team.

Media Analysis

The model is broken down into four phases:

Phase 1: Tracking News Media Hits

Quite simply, tracking media hits is counting numbers it’s adding up all of the “hits” that a brand may get within traditional media. In this phase, brands are receiving minimal to no value in their PR efforts, mainly because they can’t quantify the results.

The teams are most likely doing a Google search, clicking on News and manually adding articles to an Excel spreadsheet and sending off to the client.

Phase 2: Monthly PR Reporting

Although brands in this phase might have a dedicated media measurement platform like Meltwater, Cision PR software or Muck Rack, most of the internal PR teams only use it on demand. Example reports might be a basic SOV analysis, competitor coverage or tracking mention volume month to month. Often times, I get asked for the “Meltwater vs Brandwatch” comparison. Let me know your thoughts on this.

Phase 3: Media Analysis

More advanced brands are doing media analysis and exploring new ways of measuring media effectiveness, impact and exposure. They are going beyond the approach of just “measuring media impressions” as a way to quantify they work they do with storytelling and traditional media relations.

Phase 4: Media Intelligence

As brands become more sophisticated in how they are using data to inform media relations, they will find themselves doing more broad media analysis of industries, topics, in an effort to uncover hidden narratives. This is a form of media intelligence.

Some brands will go as far as analyzing specific business media outlets like Forbes, Fortune or Bloomberg individually in order to understand the impact each one has when they write about specific topics relevant to the brand.

Last year, I wrote about a concept called multi channel media intelligence. It’s a framework that considers multiple variables for media analysis. It helps PR teams drill down into looking beyond share a voice, mention volume and basic media coverage monitoring.

I really hope you enjoyed this video. I do my best to create content that’s actionable and provides value to the work you do.

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