Media Analysis is Just The Beginning of Your PR Journey

Media Analysis is Just The Beginning of Your PR Journey

Media analysis should be just the beginning of how marketing and PR teams are measuring their work in traditional media relations.

By: Michael Brito

Category: Social Data & Analytics

What’s fascinating about media analysis is that it’s not difficult to do, yet most PR pros ignore to do it.

In this video, we’re gonna talk about media analysis and how this approach provides significant more business value when you make it a part of your data insights strategy.

Smart 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 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 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.

Phase 2: Monthly 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.

Phase 3: Media Analysis

More advanced brands are doing media analysis and hold themselves accountable to pre-established KPI’s. They are trying to be innovative and think about new ways to measure PR and quantify the value of their work.

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 coverage analysis of industries, topics, in an effort to uncover hidden narratives.

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.

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