Make the Most of your Messaging and Campaigns Data
Jennifer Baik, Media Analyst and Account Manager, PublicRelay
The days of guessing the potential success of a campaign are no more. Today, top communicators are going beyond simple impressions and are diving deep into media coverage data to measure and maintain the success of messaging and campaign strategies. Are there mentions of important executives? How is the response to the campaign? Are you reaching your target audience? With accurate and insightful metrics, these key questions can not only be answered but also measured in key areas such as the efficacy of a campaign’s message pull-through.Beyond tracking media coverage, understanding how or if your coverage is being consumed opens a gold mine of strategic possibilities. For example, when a leading financial services company launched a new leadership initiative, they uncovered a 38% increase in SOV against top competitors in just one quarter. Seeing how your articles are shared on social media, collecting the exact number of shares, and even analyzing which topics, authors, or influencers are the most popular across different platforms can help you target your messaging and maximize your potential. Using these metrics, the company was able to reallocate resources to build a campaign for a different brand driver where they needed to gain on their competitors.Click here to read the eguide: Make the Most of Your Messaging and Campaigns Data.
