There are a lot of reasons why multi-channel media intelligence crushes all PR measurement. It requires targeted and specific segmentation of all media channels and an in depth look at how the media is covering your business. It takes time and effort but the results are worth it. Enjoy the video and subscribe to my Youtube channel to be the notified when new videos are added.
Ok, back today talking about multi-channel media intelligence — not to be confused with general PR measurement. Media monitoring is counting numbers.
Multi-channel media intelligence is about dissecting the entire media ecosystem and all its parts to uncover actionable and defendable insights that you can use to make decisions.
This type of data will help you understand:
- Get coverage in high-impact publications that have no idea who you are
- Understand why those high impact publications are writing about your competitors on the daily and not you
- How your narrative is being perceived by one media group against others
- Identify white space in the market in case you need to pivot your narrative or change your engagement strategy
These are just a few things you can learn from multi-channel media intelligence. There are hundreds of other insights and so many ways you can slice and dice your data. Most PR measurement dashboards look solely at impressions and hits.
So let’s take a look.
So I call this a multi-channel media intelligence matrix and it’s broken down like this.
On the left you ‘ll see brand and competitive mentions — this will obviously be a priority so that you track media relevancy, reputation and other brand factors.
Also, depending on the line of business you work in, you’ll want to track certain topics that describe the market and or problems you are trying to solve.
Along the top you have specific media channels. Now I want to spend some time talking about these because this is where you can start to see unique insights in coverage.
All business media is pretty self explanatory. This is Forbes, Business Insider, Bloomberg, the Wall Street Journal.
All tech media are outlets like the Verge, TechCrunch, VentureBeat, Gizmodo and ReadWrite.
Not going to get into financial media. Not because it’s not important, but because it’s just something I am not really interested in. It’s boring to me.
Ok, so here is where we start to get a little more focused.
The Top Business Media isn’t necessarily the same thing as All Business Media. There’s certainly overlap but the Top Business Media are the highest priority media publications that you care about- maybe it’s your top 10 or 25 media outlets.
This the same definition for the top Tech Media.
Trade media if you are a security company are publications like Dark Reading, ThreatPost, and Security Week.
Analyst coverage isn’t really what you think it is. Well it is but it’s more.
Certainly if you are a software company and you have some cash, the Magic Quadrant is something you’ll want to be included in on because it’ll garner coverage for days.
But there’s more.
Most analyst firms are also media powerhouses and they are publishing long form content weekly and in some cases daily. While they may not necessarily mention you specifically, but I guarantee you that they are talking and writing about topics that you are going to want to pay attention to.
LinkedIn blogs. Huge. Thousands of blog posts are written on the platform every day about any business topic that you can think about.
Same for Medium. Last I looked, they get about 100M unique visitors per month. And the content isn’t just technology and business.
Fashion, sports, healthcare and food are topics that dominate Medium headlines.
So the next natural question here is “why would you spend so much time and resources with PR measurement and share of coverage for each of these individual channels?”
We’ll first — I’m not going to tell you to measure share of voice at all.
I take that back, it might be one data point on a slide somewhere, but I am going to tell you to analyze the context and narratives of each media channel because I can guarantee you this …
The way business media covers your business is different than the way tech media covers your business.
And when you decrease the data set from ”All Business Media” to “Top Business Media” or going from 300 media publications to just 10 or 25, your mind will be blown on how each channel contextualizes your brand, competitors and even the topics.
Now I have topics here because you need to be spending more time understanding how you can align your narrative to what’s relevant to the media.
If you recall a few months ago, I recorded a vide0 about the supply and demand of brand relevance — which is about understanding what stories and topics are demanding the attention of your audience (in this case, the media) and then asking yourself if the content you are supplying to the market is meeting the demand for your audience.
You can only get this type of data from multi-channel media intelligence. Again, this is not media monitoring or even social listening.
This is where you find white space because at the topic level, you can uncover unique insights when you segment the media, mine their coverage, cluster it into subtopics and then contextualize the results.
Here’s a quick example:
I did a very quick, cursory scan of data and cross referenced each of these specific media channels.
And as you can see, the way each of these segmented media channels cover data is different.
The business media is talking about using data to drive digital transformation.
The tech media is covering the implementation of company-wide data strategies.
Financial media is covering data in Pharma and medical records.
The top business media is getting more specific and talking about how business is scaling data operations successfully and integrating into the rest of the organization.
The top tech media is covering companies that are using data to track the corona virus and how they are using AI to predict new cases.
Trade media is covering data security naturally.
Consumer privacy and data protection is top of mind for analysts.
On LinkedIn, it’s all about data science and COVID 19.
And lastly, on Medium the conversation is revolving around decision making and machine learning.
As you can see, when you segment this media and contextualize the coverage at that level, you can glean very specific and actionable insights that you can use to make smarter decisions.
And this is why multi-channel media intelligence crushes all PR metrics.
Ok, well that concludes our time together. I hope this was as insightful for you to watch as it was insightful for me to record. Hopefully it isn’t as boring as most PR measurement.
I really do hope you have a great week. Please be safe. Stay healthy and I’ll see you next time.