Adding media coverage to an Excel document isn’t an analysis.
Why this matters:
Data can uncover actionable insights when analyzing media coverage. The media is shrinking, making it extremely difficult to secure media coverage.
In this video, I share a few ways of using social analytics when analyzing news media coverage. The challenge with today’s PR software technology is that it only reports on certain metrics. These metrics include coverage volume, message pull-through, and other vanity metrics that aren’t very actionable. Other factors are at play when analyzing news media coverage, including basic functionality like filtering out spam and even integrations with third-party software.
Using technology and social media tools, PR pros can analyze the news media to understand the context of the coverage and media sentiment, providing more actionable insights. I also share a few tips on using social media to measure the impact of your media relations efforts.