Using competitive media intelligence to understand your competitive landscape is almost as important as managing your own brand. As we witnessed first-hand with the Equifax data breach, the entire industry was dragged into brand crisis mode. While you may not have a line of sight into a crisis this extreme, having a good grasp on the key players in your industry helps you manage your own brand better.

For instance, today, many companies are proactively taking stances on key social issues and making pushes to improve on diversity and inclusion, lessen their footprint on the environment and much more. And for publicly traded companies, the ESG (environmental, social, and governance) movement has become an important pillar of investing. Competitive media intelligence is key here to understand the position your peers are taking or not taking on these issues. You also need to know how your key audiences are reacting to your messages for these key issues.

Regardless of what industry you are in, you need specifics to really understand your position in the market and find where you stand vis-à-vis your competitors. The insights you will glean from competitive media intelligence will help you build or revise your strategy and take advantage of weaknesses in your competitor’s positioning and messaging.

So how do you get started? Here are 4 steps to help you glean intelligence about your competitors:

Define your competitors

List out your competitors and define what insight you want to learn about them. It is very important that you perform your comparison analysis on key data points that you also gather for your own brand. For example, if you analyze your own coverage for topics that include Innovation, Corporate Social Responsibility, and Workplace Environment, you would gather the same data about your competitors.

Measure to set your baselines

You’ll want to answer questions like these: Are there topics where you are dominating the conversation? What is the sentiment used when discussing your brand versus competing brands? Are there authors writing about your competition but not you?  And are there differences in the quality of outlets covering companies or issues, the amount of social sharing of content, or the syndication and reach of the coverage?

Implement a data-driven strategy

Now that you are collecting the right information, it’s time to assess your weaknesses and opportunities on a regular basis. Are your competitors getting more influencer pick up for their CSR initiatives? Are they growing positive SOV for their customer service? Use data to direct resources toward strategies that will bolster under-performing brand drivers. Alternatively, continue to boost categories that are doing well if you still want to make gains in your SOV.

Use insights to drive decisions

Over time you can become more predicative about your messaging. You will be able to see trends in your coverage and that of your competitors. This will help you quickly identify anomalies. You can then dig deeper into the data to see the underlying causes that might help you take advantage of competitor weakness.

In today’s 24/7 news cycle, staying on top of what’s going on is a Sisyphean task for companies, non-profit organizations, and industry groups (not to mention private citizens). Issue tracking is a nonstarter for many busy professionals — especially in fast-paced industries like tech. What about tracking policy issues and concepts that aren’t summarized by a quick three-word Google search, like “online content responsibility?” The bigger the players involved and the more complex an issue, the more time-consuming and tricky it is just to keep up. The minute you’ve got a handle on the conversation, it transforms into something unrecognizable. Back to the drawing board.

Finding influencers who write about these issues can also feel like nailing Jell-O to a tree. Who’s writing about my complicated topics? Which of their articles is getting traction on social media? Who has a bone to pick with my industry? What authors write favorably about my topics and might be interested in my pitch? These questions are tough enough to answer when your topic is niche. What if your industry is “tech” and your topic is “who’s responsible for content posted on social media?” Tracking big policy areas like these (and the people with influence) takes time and resources and we know how scarce both of those are. That’s why analyzing industry/topic-related news to locate influencers is something few companies have the bandwidth to do well — despite the potential rewards.

Wading through the melee is possible, though — with a plan. Recently, PublicRelay and a leading tech industry advisory group picked five hot technology-related topics and set out to get an idea of what was being written about them and who was doing the writing:

• The effects of AI on job creation/destruction
• Who is responsible for content posted online?
• Use of the internet by terrorist/extremist groups
• Hacking/online security breaches
• Antitrust issues in the tech sector

Finding relevant articles to analyze is the first step. These topics are not simple, and cannot be summarized by a word or string of words. Human-assisted AI helps to quickly cull through the slew of media content published about the tech industry and isolate the most important coverage.

Next is the analysis of the coverage. This is where you answer questions like “who is writing negative articles about anti-trust law in the tech industry that are gaining traction on social media” or “are there new authors covering the effects of AI on job creation?”.

These answers not only help the association keep an accurate pulse on policy issues their members turn to them for but also inform their communications strategy. Insights around key media conversations that impact consumer and legislative stakeholder perceptions help them tailor an advocacy and influencer outreach strategy that gets results. These takeaways help bolster the association’s ongoing efforts to develop essential standards and ensure its members are heard on the Hill.

Read Next: “How Third-Party Influencers Can Shape Your Media Strategy“

Read Next: “How Third-Party Influencers Can Shape Your Media Strategy”

It’s easy for PR pros to feel left behind in the Big Data era. While marketers have countless tools for targeting, personalizing, tracking, and measuring how their campaigns perform, public relations initiatives can seem harder to quantify. After all, how do you measure influence or public sentiment? And how can you connect those concepts to business outcomes?

Communications teams need a way to measure the impact of influencer engagement strategies, uncover new brand influencers, and be ready with data to prove the value of their influencer strategies.

Here’s the good news: using accurate data to guide your influencer outreach strategy isn’t just possible, it’s also the key to getting an edge on your competition. Using these five tips, you’ll be able to answer:

• How is our influencer engagement strategy performing?
• Do we have the right influencer relationships?
• Are they worth the investment?
• What should we do differently?

With data to prove your influencer engagement is delivering results, you’ll have more leverage when allocating budget and resources towards your PR program — and become a strategic asset to your company.

Take Your Influencer Outreach Pitches to the Next Level

Let’s face it: your brand’s ideal influencer likely keeps a busy schedule and a packed inbox, so if your pitches aren’t laser-targeted and personalized to perfection, you’re wasting time and a potentially lucrative relationship.

To make a great first impression, you need solid data about your influencer. Many author and outlet databases provide high-level details about an author’s beat and background, but that’s not enough information to engage the influencer, let alone ensure that they’re the right fit for your brand.

You need to take these insights to the next level. Analyze how someone has written about a topic, industry, or competitor. With a more complete picture of your target influencers, you can craft a pitch that catches the right influencer’s attention and piques their interest.

Pay Attention to the Interplay of Social and Traditional Media on Influencer Coverage

Say a powerful industry influencer mentions your brand in a large trade publication — that’s terrific, but what traction did this article get on social media? The sheer volume of articles written and the reach of the publication are not necessarily indicators of high social sharing probability.

With accurate media intelligence and social listening, you can measure influencer engagement on platforms like Twitter, Facebook, and LinkedIn and determine whether they have enough reach to drive your brand’s message home. Before you even identify influencers, you can get a sense of who to look for by overlaying social sharing data on your traditional coverage data, revealing which platform each topic gets shared on most often.

A firm understanding of how social and traditional media build on one another in your particular industry points you in the right direction. Look at how frequently an influencer’s messages are shared on the platforms most important to your business, and you can efficiently and effectively create a messaging plan to engage these thought leaders.

Go Beyond Authors and Outlets — Identify Third-Party Influencers

Reporters and social media stars aren’t the only influencers you should reach out to. You should also identify third-party influencers like industry experts, regulatory groups, academic researchers, political organizations, and NGOs. These thought leaders may be less visible than the influencers you typically think of, but they hold tremendous sway over media coverage of their fields.

Using accurate analytics, you can track the impact of third-party influencers by several measures, including:

• How often they are quoted or cited in articles
• How powerful their social and traditional media channels are
• How frequently they publish

Once they’re on your side, you can access industry trends just beginning to bubble up — and be top of mind once those topics make impact.

Find Industry Whitespace, and Leverage Influencers to Make It Yours

The attention economy is a buyer’s market. To engage new audiences and boost your influence, you need to find topics your audience cares about before your competitors get hip to that conversation. A data-driven influencer engagement strategy is a powerful tool for carving out that niche.

One Fortune 500 telecommunications company used this tactic to craft messaging around a topic that was picking up steam: data privacy. They identified industry influencers shaping the narrative, as well as the sentiments underlying their coverage. The company cultivated powerful relationships with many of these influencers, who helped guide the organization’s messaging plan. These alliances gave the telecom firm confidence as it joined the data privacy conversation.

Proactively Measure Your Impact

Measurement is more than a look backwards — it’s a constant, multifaceted evaluation. Start by establishing your baseline across brand values, then prove that your program is working with robust data that you can tie to KPIs.

Constantly combine data about sentiment and tone toward your brand, your executives and spokespeople, your products and services, your industry and competitors. Determine how that tone maps to your reputation drivers, corporate values, and goals. Evaluate whether the frequency of coverage about your brand and the topics it cares about is increasing or decreasing.

Finally, ask yourself the following questions:

• Are influencers helping to grow my brand’s audience, reach, and engagement?
• Is my influencer strategy helping with message penetration among key publics?

Get Results From Brand Influencer Engagement

Become an indispensable strategic partner to your business with the media insights you need to engage new audiences, boost your reputation, and reach powerful brand influencers. PublicRelay provides the expert data analysis you need to identify influencers, cultivate relationships, and prove the value of your efforts with measurable results.

Follow PublicRelay on Twitter for more news, advice, and insights on influencer engagement, and contact us today to learn more about how PublicRelay can turbo-charge your PR strategy.

In today’s world, “You are what you tweet” – as well as what others tweet about you. Take the popular “Mean Tweets” segment on ABC’s late night show Jimmy Kimmel Live!: Celebrities sit on a stool and read hateful Twitter posts addressed to them, as the classic R.E.M. song, “Everybody Hurts,” plays in the background. By showcasing the not-so-nice things users write on social media, the segment satirically underscores the power of negative tweets.

Companies too are paying attention to what social media users are saying about them, as opposed to simply measuring metrics. While an impressive volume of shares, re-tweets or likes demonstrates online engagement, after all, they don’t illustrate how the audience perceives the brand’s story. Engagement can be both good and bad, and the latter may convince you to shift gears. But does it provide you with enough insight about which direction to take?

Read: The Role of Social Media in Public Relations

This is where substantial and valuable measurement comes in, in which a partnership between humans and technology proves critical. Why? Because social media analytics delivers insights about stakeholders’ perceptions of brands. But whether positive or negative, there are always many layers to those sentiments. Disappointment and sarcasm, for example, represent key indicators of an ongoing campaign’s health — recognizing these reactions as more than just “negative” can help a company successfully redirect the campaign. Because analytics solutions will encounter some limitations here, human analysis should play a lead role in fully understanding social media posts, and discerning between feelings, i.e. the “why” behind the “what.”

In addition, accuracy remains an elusive quality, especially when organizations solely rely upon tech solutions to interpret the public’s voice. An analytics tool will misinterpret a sarcastic tweet as praise if it cannot detect what “mocking looks like. But people can often spot sarcasm, mockery, irony, etc. the moment they see it.

With people filling in “what” and “why” gaps which tech tools cannot, brands can narrow in on the nature of user sentiment, to design, readjust and execute more targeted strategies in real-time. What’s more, humans and technology can combine to bring a higher level of intelligence to predict social media storms or viral shares. With this, organizations can pinpoint factors that trigger a viral post, and then customize and model their approaches with new-found enlightenment which contextualizes user engagement. This will bring unlimited potential for highly positive conversations about your brand.

To summarize, brands must focus on two essentials in developing a social media measurement strategy, as supported by people and technology:

Directing Campaigns as Sentiments Dictate

Let’s illustrate this “must do” with a common scenario: A news story or brand initiative hits the public radar, and clearly misses the mark. Through effective social media measurement, the company in question deconstructs the intention behind stakeholders’ posts and traces it back to the specific aspect of the news story or brand initiative that drove negativity, to modify this element. Thus, near real-time insight reroutes a campaign that was headed for a cliff, while identifying what worked and what didn’t.

Understanding the “Why” Behind the “What”

To rise above the noise and really hear what online stakeholders are saying, it’s essential to understand the “why” behind a reaction, to come up with a response which is genuine and distinct. Ultimately, this reinforces a brand-stakeholder relationship built upon trust, overcoming hurdles along the way.

At PublicRelay, we ensure that our clients take full advantage of both human and technological resources to maximize the value of the morphing social media landscape. We enable them to transform quality data into actionable insights, to confidently and accurately manage and adjust strategies based upon stakeholder sentiment. We empower them to measure shares, re-tweets or likes in business terms. If this sounds like something you’d like to discuss further, then please contact us.

With accurate media intelligence, your team can create data-driven plans, go after goals, and evaluate the impact their communications efforts are having on the company’s KPIs. But first, you need to make sure you’re asking the right questions about your media campaigns and messaging.

Some of the questions that PR/communications teams should be asking include the following:

Questions to Ask About Your Messages and Campaigns:

Is our media message pulling through?

Communicators should determine what outcomes they are trying to accomplish with their messaging and measure campaigns accordingly. For instance, are you trying to improve customer perceptions, strengthen investor relations, or demonstrate thought leadership? Collecting accurate data from both traditional and social media is an important first step. But understanding message pull through means you need to analyze the context of the stories you or your peers are appearing in. Did the author or our spokesperson convey the thought leadership message clearly or favorably? Do we need to adjust our strategy if it’s not working?

Are we over-allocating team resources to push an already successful message or topic?

This will be particularly important for teams that are resource-constrained or experiencing “initiative overload”. You need to accurately allocate resources to the campaigns that need them the most. Still not gaining traction with your efforts around increasing positive SOV for your workplace environment topics? Use media intelligence to determine new publications and influencers who have not yet covered your brand but have written about a competitor. Even with limited resources, this approach of using data to adjust allocation helps your communications team realize the value of using data to drive outcomes and not just output.

How successful was the media campaign or event? Who did we reach?

If you’re not already asking how your campaigns are performing, chances are someone else will ask you. Top performing communicators track how their efforts are impacting the goals of the business  What are the brand and reputation drivers that the business is hoping to impact this year? Executives want to see real results and determining outcomes such as whether you improved not only SOV in your industry but also increased positive tone for your brand, products or executives. Have you earned more positive coverage from authors not previously talking about you? Being able to show a report with data backing up the success of your efforts makes all the difference to leadership.

Is this a PR crisis? Are we helping or hurting the situation?

You know all too well that dealing with a potential PR crisis can be stressful because the crisis can widen if it’s not responded to correctly and in a timely way. Figuring out how and when to respond comes with experience, but wouldn’t it be helpful to have a proactive way to set strategy? The cornerstone of every crisis response strategy is strong data. Good media intelligence not only brings potential PR crises to your attention early, but can also provide a roadmap based on any previous crises. Does this crisis look the same regarding volume and tone? How quickly can we gauge media reaction as we respond so we can course correct? Sometimes a quick look backward can help chart your forward course.

Which messages or topics should we include or avoid in our content creation?

When developing content, you already know it’s important to be in tune with industry keywords as well as current news, trends, coverage, and social media sentiment relating to your industry or brand. Analyzing the tone and sentiment of various topics and subtopics will provide guidance as to what messages are resonating in the market. Adding in data points also available in each article like authors, outlets and influencers will help you more narrowly target your efforts.

Where is there whitespace for message expansion?

This question becomes critical in noisy or volatile industries. Finding a topic in your industry that your audience cares about but isn’t yet “owned” by any of your competitors can be a game changer. You get to jump-start a new conversation with a receptive audience – and offering up new content always gets the attention of the media. A win-win for everyone.

Feel Confident in Your Media Campaigns and Messages with On-Point Answers

The intelligence your media analytics provides should give you confidence that you’re presenting senior leadership with credible reports documenting accurate data tied to outcomes.

Pairing human analysis with technology gets you the story behind the story. Your communications team gets the benefit of accurate and timely media intelligence to inform strategy and measure progress without wasting precious effort on manual clean-up tasks. More importantly, you get to make data-driven decisions that will make your CEO take notice.

PublicRelay developed a human-hybrid media intelligence solution that gets you the data you need. Contact PublicRelay to learn more.

There is an old adage that bad news for your competitors is good news for you, but in today’s 24X7 news channel and social media world, this may no longer be true. Case in point – the Equifax breach.

On Sept. 7, 2017, Equifax made headlines when it announced a data breach that affected 145.5 million consumers in the United States, making it one of the largest cybersecurity breaches of all time. In an industry where companies like Equifax, Experian and TransUnion track virtually every piece of our financial lives, this news made waves across media outlets everywhere.

At PublicRelay, we dove in headfirst and examined the number of mentions with positive and negative tone across Equifax, Experian and TransUnion versus the previous quarter. Understandably, the total number of relevant mentions for this quarter for all three credit bureaus increased substantially to 2,303 relevant mentions in Q3 from 313 in Q2 – a more than 600 percent increase.

In the wake of this major breach, how did each company fare? How truly bad was it for Equifax? Did negative perceptions of Equifax bring the other companies down? Here’s a quick summary of our findings about mentions of Equifax and two competitors:

• Equifax – Negative mentions increased by 180X (1,459 vs. 7)
• Experian – Negative mentions increased by 4X (23 vs. 6)
• TransUnion – Negative mentions increased by 2X (24 vs. 10)

Now, let’s dive into that data to see how a competitor’s PR crisis can impact perception of your brand.

How Bad Was the Negative Media Coverage of Equifax?

Just how bad was the coverage for Equifax? The company had 180X more negative coverage in Q3 vs. Q2. In Q2 Equifax had the smallest Share of Voice (SOV) out of the three companies with 27 percent SOV overall. Understandably, that number increased dramatically to 68 percent in the quarter with the breach and had the largest SOV

Impact of Equifax’s PR Crisis on Competitor Experian

Experian’s negative mentions increased by 4X, however we found that only 8.4 percent of breach articles that included Experian mentioned the company negatively. The rest of the Experian mentions were neutral or positive. Additionally, only 52 percent of articles mentioning Experian received any negative social sharing.

Interestingly enough, Experian was the only company who had an uptick in its positive Share of Voice with an increase of 7 percent due to thought leadership coverage.

Impact of Equifax’s Data Breach on TransUnion’s Media Coverage

TransUnion negative mentions increased by 2X. We found that the company’s coverage consisted of 6.3 percent of breach-related articles mentioning TransUnion negatively. Only 52 percent of articles mentioning TransUnion negatively received any social sharing (same percentage as Experian).

Most Trafficked Outlet for PR Coverage

The online outlet Krebs On Security (cybersecurity blog with a reach of 200k) was the #1 most shared outlet spot for TransUnion and the #3 spot for Experian. Typically we see that when big news breaks the most shared outlet is large, mainstream publications such as The New York Times, The Wall Street Journal and The Washington Post. However, interestingly enough in this case, when people are looking for facts and ways to protect themselves, the public turned to this niche specialty outlet for the most accurate and up to date information.

Looking at this data, all three companies suffered from an increase in negative sentiment during Q3. Equifax suffered the greatest reputational damage; however as a result, its competitors also faced negative repercussions. This shows that when crisis strikes your industry, it’s essential to monitor your media mentions, competitors, and consumer sentiment to ensure you’re taking the right steps to gain or keep trust.

Want to be ready to react before negative mentions of a competitor hurt your PR? PublicRelay uses a combination of cutting edge technology and expert human analysis to deliver media intelligence that helps you nip PR crises in the bud. Top brand communications rely on us to track the progress of their media strategies and compare themselves to competitors. To learn more, contact PublicRelay today.

For today’s corporations, a commitment to diversity and inclusion isn’t simply the right thing to do – it’s a competitive advantage. Especially when it comes to brand reputation, customer loyalty, and recruitment. In fact, companies ranked in the top quartile for ethical diversity are 35 percent more likely to financially outperform their national industry medians, according to research from McKinsey. Those ranked in the top quartile for gender diversity fare 15 percent better.

From a recruitment perspective, no less than one-third of employees – and nearly one-half of Millennials – consider diversity and inclusion when assessing a new job opportunity, according to research from the Institute for Public Relations (IPR) and Weber Shandwick.

Such perspectives also extend to what a company does externally – with its ad campaigns, marketing strategy, public statements, etc. We’ve noticed an uptick in analysis around inclusion of minority groups with our clients in the banking and insurance industries. In the banking sector, diversity is a concept growing in importance, particularly in understanding a key brand driver like workplace environment. In insurance, more industry leaders are launching campaigns to communicate the importance of minority inclusion in their customer base.

But analyzing concepts like diversity in traditional and social media coverage is tricky. The topic may be one of many in a piece about your brand, your mentions may be passing ones in coverage primarily about competitors, you may be actively pitching stories on this topic, or customers may rake you over the coals on social media. Whether it’s reactive or proactive, you still need to know the sentiment about your brand, your executives, your products or your services to understand what to do (or not do) next.

4 Steps for Tracking Perception of Factors Like Your Brand’s Inclusivity

So how do you build a report card that shows whether your brand is perceived as inclusive?

Here are 4 steps to follow if you want to see how your brand scores when it comes to diversity and inclusion or a similar topic:

Ask yourselves.

Are we trying to increase positive SOV in our industry? Earn more positive coverage from authors currently not talking about us? Create more opportunities for our spokespeople to weigh in on the topic?

Any time you are trying to move the needle, you’ll need an accurate baseline from which to work.

Collect accurate data that relates to sentiment around your brand.

You don’t want to miss anything meaningful, but you also don’t need passing mentions or your digital ads in the mix. The most strategic information about how you are doing is often revealed during comparisons against your competitors and peers. This significantly increases the sheer volume of data you need to collect and clean up. In some cases, an outlet list can help you hone in on what content is most important. Is it counts or concrete results from your effort that chart your course?

Correctly categorizing topics and subtopics during this step is how you glean the intelligence from your analysis. This is also the step where humans are essential. The more complex the topics (like hot-button social issues), especially where keywords are nearly non-existent, the more critical it is to correctly identify sentiment. Was that social media post sarcastic? Did the author make positive statements about our brand but negative statements about our peers?

The analysis – time to answer the questions.

Some of these questions should relate back to your goals and progress measuring. Others should help define or re-define strategy. Popular ones that our clients ask include:

• Did we move the needle on the topics we put our efforts toward?

• Are we over-allocating resources on goals we are already crushing?

• Which authors or outlets produce high social sharing?

• What’s the SOV of our spokespeople vs our peers?

• Are there other industry influencers we should be engaging with?
• Where is the whitespace for message expansion? Can we own the conversation in another market segment?

Answering “Now What?”

With accurate answers in hand this is one of the easier ones. It could be as simple as stay the course. In other cases, you may uncover that you need to redirect resources or change course altogether.

Regardless of industry, communicators responsible for topics like diversity must be enabled to build and react to programs with trustworthy media intelligence. Technology with just the right dose of human input delivers the accurate research you need to drive impact when it comes to corporate goals.

Pushing an organization’s key messages is a priority for communications professionals. Yet effectively promoting that messaging can be daunting, especially in a noisy industry with many different players and trending stories. Strategizing a messaging campaign requires quickly identifying the influencers and media channels surrounding an important topic.

A Fortune 500 telecommunications company wanted to better understand the media landscape for a hot-button industry topic, data privacy. The company particularly cared about how influencers framed that topic in relation to top telecom companies. They needed specific, tailored data for their industry, but they were uncertain where to start.

Don’t Miss: “How Third-Party Influencers Can Shape Your Media Strategy“

Working with their media analytics team, they quickly pulled together a year’s worth of data about authors and publications writing about the topic. The team had already been cataloging these concepts and their connections to the company and its top competitors. This accurate data enabled them to easily visualize the dominant players in these critical conversations.

The data provided other valuable insights for the company. They had details about the authors who wrote positively or negatively towards each telecom companies’ stance on privacy. They also could see which authors’ articles tended to go viral on different social media channels.

Equipped with this analysis, the company efficiently and effectively created a messaging plan around data privacy. They cultivated relationships with top authors who write positively about data privacy and were able to reach wider audiences. The company was also able to predict the influencers that would most likely cover their privacy practices unfavorably and respond to that negative messaging in traditional and social channels. With access to rich, curated data, the company continues to stay informed and remains a part of the data privacy dialogue.

If you’ve ever done PR work for a telecommunications company, you know that special events matter. In an industry where customers are always shopping for the next best deal, the media buzz around a new product launch, data plan, or ad campaign can make or break the company’s bottom line.

With all this fast-breaking news, understanding an event’s success in near-real time can be difficult. Here are 5 questions our top telecom clients ask during a special event:

• What is the general sentiment towards the event? Distinguishing the positive and negative coverage by authors and outlets can help you strategize in real time. You should be able to quickly locate and share the favorable and unfavorable reporting from your organization’s point-of-view.
• What does our media audience look like? Identifying the reach of publications writing about you and the stories going viral on social media can ensure you stay informed about top influencers. Use advanced analytics to marry the impact of traditional and social media on your event.
• Are our key messages pulling through? Drilling down to the messaging of your event news can help you measure the effect on your overall brand. Having a dedicated human analyst ensures that even the tiniest details about your media coverage are recognized correctly – including concepts and topics that do not appear in text.
• Is our CEO or other key executives mentioned? Knowing how the news cycle relates the event to its top decision-makers can help you deliver valuable media feedback to your leadership. Discover how an event’s coverage can affect your CEO’s reputation or whether executive mentions can influence a story’s pick-up.
• How does this event stack up to previous events? Use past performance analysis to be proactive in your event strategy and set more informed goals. Then quickly debrief on your current efforts – from message pull-through to social amplification and author tonality to share of voice.

Getting to the big answers behind these event questions takes more than traditional media intelligence solutions can deliver on their own. When the best technology is paired with human analysis you get the most accurate and timely answers that drive smarter business decisions

Read Next: “6 Steps to Measure PR At Your Next Event“