While PR teams used to rely on press releases and media outlets to connect with their target audiences, social media’s integration into people’s daily lives has made the public more accessible than ever before.

Georgetown University’s Center for Social Impact Communication notes that “as both PR and social media are used to build and maintain trust in the company and their products, it is only natural that the two must be in sync.” Unsurprisingly, social platforms have become valuable tools that are essential to communications teams’ ability to increase brand awareness and perceived authenticity with their target audience.

Why is Social Media Important for Public Relations?

Social media is an important tool for PR because it allows you to reach audiences that previously may have been difficult to interact with. With social media, the world is quite literally at your fingertips. Among this population, industry influencers are an indispensable resource that can help your team communicate key messages and lend weight to them, whether via reach or credibility. In addition, social measurement tools can help you assess the impact of your campaigns and fine-tune your strategy.

How to Use Social Media to Support Your PR Strategy

To effectively use social media to support your PR strategy, you must define your goals. Start broad by first determining your overarching objective. Then develop questions such as:

• What niche do you occupy in your industry?
• How can you distinguish yourself from your peers and competitors?
• Who is your target audience?
• Which platforms does your target audience engage with most?
• What kinds of content does your target audience interact with most?

Delving into these questions and defining clear answers will help you to build a solid foundation to work from. The answers to these questions provide a guideline that you can use to ensure you are working towards your overarching goals as you explore the minutiae of how to do so.

Understand Your Target Audience

While having a large target audience may seem beneficial, it’s more effective to have a narrow and specific description of your target audience. Creating a buyer persona – a detailed profile of your ideal consumer – is one way to do this. Referring to a buyer persona helps to map out the platforms and content that will be most effective in attracting your desired audience. The best way to collect this information is with reliable data and social media analytics. As Business News Daily suggests, “use data to learn about and target your customers based on characteristics such as location, language, and interests.”

Having a focused understanding of your target audience prevents the potential pitfall of spreading your resources too thin or having juxtaposed messaging intending to appeal to various groups of people. The latter of which can appear inconsistent to audiences and confuse your brand messages.

Engage with Influencers

Before the rise of social media, communications teams would have to call media outlets to pitch a story. Now, social media influencers have become a driving force in transmitting messages to target audiences, with research showing that 63% of consumers trust influencers over a brand’s in-house advertisers. In addition to the benefit of effectively reaching audiences that would otherwise be difficult to reach, they also lend authority to messages. Third-party influencers add to message credibility because they are often deemed as subject matter experts by the media.  

Engage with Journalists

Regularly engaging with influencers, especially journalists, can help create genuine relationships that will continue to aid you over time. As Michelle Mekky of Mekky Media Relations explains, Twitter is an excellent tool to use for reaching out to journalists because they “are online for the sole purpose of interacting with the public.”

When identifying journalists, dig into specifics that will help you increase your chances of a beneficial partnership. Decide which outlets fit best with your brand and the journalists from those outlets who regularly write about topics relevant to your industry. You can also scan their Twitter feeds for an indication of the types of stories they engage with to gauge whether you are on the right path.

With this information, you can cater to their interests when reaching out. If your goals and interests appear to align, write a concise message to grab their attention. As Twitter consists of short, fast-paced Tweets, it’s best to comply with those expectations even when messaging someone.

Create a Brand Guideline

Consistency when building brand awareness is the key to establishing familiarity with your audience. Posting social content on a regular schedule and communicating in ways that encapsulate your brand are crucial steps for increasing that brand awareness. Create a brand guideline to help define your brand and establish a point of reference to ensure you have a consistent tone of voice across your social media activity, the nuances of which may differ depending on which platform you are posting. Remember that consistency is what ultimately reinforces your brand. 

Fine-Tuning Your Strategy

Social media is an ever-changing landscape, and you can expect trial-and-error as you find your footing. Knowing what doesn’t work can be just as helpful as knowing what does, and so it’s important to be objectively aware of every failure and success. Using reliable data is essential to assess the impact of your strategy and can help you achieve objectivity. 

At PublicRelay, we can help PR teams assess the impact of their strategy for improving brand sentiment and awareness. With our unique human-AI hybrid approach, we analyze your social, traditional, and broadcast media coverage and provide you with actionable insights to inform your PR strategy. In addition to pinpointing key industry influencers and highlighting the discussions circling your brand, PublicRelay can provide you with both a bird’s-eye-view and an up-close examination of the details. Click here to learn more. 

Press releases are an important tool for public relations professionals when communicating with the media. They allow PR teams to share company news, take positions on important issues and events, and manage their company brand. There are multiple types of press statements designed to suit various situations, each with a different tone and motivation.

What is a Press Release?

A press release is a brief news story, official statement, or announcement written by a PR professional on behalf of a company and distributed to the media. They generally adhere to a specific format, are written in the third person, and address the who/what/when/where/why of a story. According to The Balance, their primary purpose is to publicize something significant and specific in a straightforward and concise manner. Each announcement should be newsworthy and pique the interest of the press while containing all the essential information a journalist needs to produce a story. A successful press statement will achieve three marketing and publicity objectives:

• Inform the media of a critical event or development, with the hopes that it will be widely publicized.
• Distribute noteworthy company news to the press so that journalists can broadcast stories to a wider audience.
• Promote your company’s unique brand and online presence through blogs, websites, and social media.

In short, a good story will earn media coverage and attract your stakeholders’ and target audience’s attention.

Why are Press Releases Important?

Press releases are important because they can increase your company’s brand awareness, improve your media relations, and build consumer trust.

Disseminating company statements to the press can boost your brand awareness by promoting your key messages across a wider range of outlets, thus reaching a larger audience.

Further, as the value of online marketing grows, press releases offer new advantages.

Although they may be considered outdated in a world with social media, Forbes Magazine explains that press statements are an important component of your PR strategy, even if they don’t get much media pickup. Considering “SEO and which keywords and search terms you want people to use to find you,” when drafting your statement will work to drive organic traffic to your website.

They are also an invaluable tool for improving your media relations. As you develop relationships with key members of the press, they may come to trust your brand and provide you with more coverage as a result.

Finally, press releases are important to building consumer trust. Even in the event of a PR crisis, releases provide companies with the opportunity to be transparent with their target audience. Because authenticity is at the core of consumer trust – a key driver of consumers’ purchasing decisions – using press statements to address both positive and negative company news alike will increase your credibility among your target audience.

Types of Press Release

Understanding the different types of press releases and under what circumstances to use them will maximize media pickup and impact. When drafting your statement, consider the target audience and stakeholders affected by the story, and how you can best incorporate the relevant key messages your company wishes to promote.

Five common types are:

• Product Launch
• Event
• New hire
• Partnership
• Crisis management

Product Launch

New product announcements are beneficial in creating awareness and excitement around a new product or service. These should be written with your target audience in mind. Highlight any modern features and how it’s an improvement from existing products of its kind. Announcing the exciting aspects of a new product allows you to set the tone and establish a unique brand that sets you apart from your competitors. Effective product announcements not only increase brand awareness but can also increase product sales and influence the success of a new product launch. Furthermore, it can result in earned media coverage and, in the case of product launch coverage, cost-efficient advertising.

Event

Promotion, promotion, promotion. The goal of this type of announcement is to inform members of the public of an event you are hosting, attending, or sponsoring. Additionally, it must entice members of the media to attend and cover your event to raise brand recognition. Essentially, it acts as an invitation to the media, stakeholders, or even potential consumers, depending on the occasion. Along with the logistics, your release should offer a compelling incentive to draw people to the event. Will the event raise money for charity or benefit the local community? Will attendees have the opportunity to win something, get the first look at a new product or feature, or be offered exclusive deals? Emphasizing the value of an event is what drives attendance and media coverage.

New Hire

A new hire announcement can act as a formal notification to customers, investors, and the public of a new member of staff. Generally, these are reserved for executive or leadership hires, particularly those who could be considered a ‘big win’ for company stakeholders. To ensure a new hire is newsworthy, consider how they strengthen your industry position. Incorporate engaging information on what makes this person stand out among other candidates, such as their work history, accomplishments, or unique qualifications. Moreover, demonstrate how they will assist your company to achieve specific goals, like developing an inclusion program or reducing your carbon footprint. Use this as an opportunity to reinforce your company values and explain how this new hire demonstrates your commitment to living up to them.

Partnership

Partnerships allow your company to amalgamate your customer base with another organization. Use your public statement announcing the partnership to appeal to both audiences and highlight your companies’ shared values and the positive outcomes of the alliance. Setting expectations and outlining any changes the partnership may mean for your company can eliminate any fears that may arise among stakeholders, particularly employees. Communicate the reasons behind the decision, what will be changing, and why your company and consumers should be enthusiastic about it. Explain what challenges this relationship will address and how it will help the brand’s growth, such as through product diversification or access to emerging technology. A successful statement should reassure the target audience that this collaboration will be a success.

Crisis management

Press releases can be an effective form of reputation management during a PR crisis. They provide an opportunity to issue an official company statement on the situation and get ahead of the story. Ensure you outline what happened, take responsibility for your role, and explain how your company plans to provide redress to those affected. The tone of your statement and method of recourse will depend on the nature of the crisis and how much responsibility the company wants to bear for the situation. Transparency via an official company stance halts further speculation and ensures people can look to your organization as a trustworthy source of information. Ultimately, defining the crisis and outlining a roadmap for mitigation will help to restore stakeholder faith in your brand.

Measuring the Success of a Press Release

From building brand awareness to increasing consumer trust, effective press releases can have a measurable influence on your company’s corporate reputation. Media monitoring allows PR teams to measure press pickup and evaluate their impact.

At PublicRelay, we offer bespoke media monitoring programs designed to help your public relations team understand and reach your communications goals. Build your custom media monitoring program now!

In today’s competitive marketplace, brand awareness matters more for companies than ever before. Social media platforms not only provide a means to boost your brand, but they also generate data that, when used correctly, can steer your PR campaigns towards success.

Read: The Role of Social Media in Public Relations

What is Brand Awareness?

Brand awareness is the level of consumer familiarity with a particular brand’s products, services, or image. Familiarity is what motivates consumers to choose Coca-Cola over other soft drinks. It is the economic moat that wards off competition and ensures customers remain loyal. This is the first stage of the marketing funnel and the key to promoting new products, establishing loyalties, and reviving old brands.

When developing branding campaigns, companies must consider their values, reputation, and the levels of engagement their key messages receive on social platforms. Beyond engagement, brand boosts are about establishing positive relations between a company and its target audience.

Why is Brand Awareness Important?

Brand awareness is important because consumers rely on research and social proof to inform their purchasing decisions. In his TED talk, “The Post-Crisis Consumer,” John Gerzerma labels this phenomenon the “rise of the mindful consumer.” With an abundance of information at their fingertips, consumers can now sift through online reviews and compare influencer testimonials on social media before every purchase. In fact, 67% of the consumer journey now occurs digitally.

For this reason, companies need to use social media channels to build brand awareness positively influence their target audience’s consumer journey in their favor.

Social Media Metrics to Measure Brand Awareness

PR professionals’ branding strategies are most effective when informed by reliable data. Social media provides companies with access to a wealth of information on consumer engagement with and awareness of new campaigns, and influencer pick-up of key messages. With approximately 501 million tweets sent per day, companies are confronted with both a goldmine and a headache when it comes to analyzing the available data. MGP head of digital Eamonn Carey explains, “you can almost get data overload: the challenge is picking out the metrics that matter[…] The smarter brands are taking a step back from the tsunami of data.” 

Amid such large quantities of data, PublicRelay has witnessed an explosion of AI-based tools that help track the key metrics used to measure brand awareness. These metrics can be broken down into four standardized categories:

Exposure and Potential Reach

Exposure and potential reach, which tell the possible number of unique viewers a post may have, are the first data points to consider when attempting to improve your brand recognition across social media platforms.

However, exposure and potential reach should be utilized as baseline metrics as they do not provide enough insight on their own to help steer a PR strategy. For instance, a post could have high impressions, but also receive low or negative engagement. Using exposure and potential reach in conjunction with other metrics, such as engagement, will help you glean more insight from the data at hand.

Engagement

Put simply, engagement is the number of users who interact with a campaign and the degree of that interaction over time. Extrapolating engagement can be done in multiple ways. Often, data analytics tools will create a metric that is a combination of likes, retweets, comments, and shares.

High levels of positive engagement often indicate a healthy relationship with your target audience and a successful branding campaign. However, these metrics also need to be understood within their context. For instance, a post may receive a high number of likes and shares but relatively few comments, indicating that the topic doesn’t stimulate discussion. On the other hand, the motivations for sharing or retweeting your company’s coverage may be negative. For this reason, engagement metrics are just one part of a wide range of data points that need to be taken into consideration.

Impact

Measuring impact on social media refers to the overall changes in consumer behavior and sentiment towards your brand as the result of your PR campaigns. Often companies will compare their initial rates of engagement and exposure to those during and after a campaign. In this case, social media analytics can provide a useful benchmark to inform your next steps.

Further, social media platforms are data treasure troves when it comes to evaluating your brand awareness relative to your rivals. A key goal for any awareness strategy should be about establishing your brand as the central player among competitors.  

Advocacy

In every campaign, influencers are vital to swaying opinions and increasing awareness. Strategists must understand industry influencers’ topical interests and the degree of engagement they can generate.

The appropriate metrics can reveal the extent to which influencers promoted your key messages and help your team to identify the major influencers in the industry. Ultimately, boosting your brand recognition is about intelligent engagement. Find the right influencers and you can reach the audiences that truly matter.

Ensuring Accurate Assessment and Intelligent Engagement

PR teams that engage with this standardized model lay a strong analytical foundation upon which to develop their brand awareness strategies. As Neil Kleiner, former head of social media at Golin argues, “exposure, engagement, impact, [and] advocacy are important, and there are demographic elements to it as well: it’s about reaching 10,000 of the right people, not ten million.” 

Indeed, PR strategists should be looking for intelligent engagement when improving their brands and that means going beyond base-level metrics that are supplied by AI. Although AI is useful for processing large amounts of data, it encounters issues with accuracy and meaning when it comes to nuance and developing insights that matter, and especially when gauging sentiment. 

How is Sentiment Analysis Used for Brand Management?

Sentiment analysis is crucial to brand management when staging a brand awareness campaign. Applying sentiment to the four-baseline metrics is the final element in a PR strategist’s information armory. Receiving high volumes of mentions, retweets, and influencer traction are all signs of growth. However, without an awareness of the sentiment of social engagement, your campaign assessment may be deceptive. 

Sentiment refers to the tone or emotion attached to social media posts or engagement. With the rise of Artificial Intelligence, many products are appearing on the market that offer sentiment analysis with unlimited data pools.

While the tone of your coverage is important, sentiment also extends to social media coverage of your company values and reputational drivers. However, AI cannot accurately identify reputational drivers and value systems that human analysts can. By understanding the kinds of reputational drivers and values that have emerged during a campaign combined with tone, PR strategists can understand how their brand awareness strategies are having a real-time impact. Applying sentiment to the four-baseline metrics through a synthesis of human intelligence and AI tools allows PR teams to pinpoint the positives and negatives of their campaigns to increase brand awareness. 

Using Social Media Analytics the Right Way

When measuring boosts in brand awareness using social media analytics, employing a variety of baseline metrics paired with accurate sentiment analysis will yield the most reliable results.

At PublicRelay, we utilize the four-baseline metrics for a holistic approach that compliments AI systems with purposeful, human-generated insights. Our human-AI hybrid approach focuses on intelligent engagement, whereby we filter out the noise and pinpoint the most valuable insights to help you increase your brand awareness. Click here to learn more.

Many communications and PR professionals take advantage of media monitoring and analysis to gain insight into their strategies and boost the effectiveness of PR campaigns. With all the data generated by media monitoring at your disposal, using data visualizations to illustrate insights can maximize the return on your efforts.

What is Data Visualization?  

Data visualization is the communication of data and information using charts, graphs, diagrams, and other infographics. Visuals make data and text easier to digest by taking different learning styles and approaches into consideration and helping to convey content as efficiently and effectively as possible.

Exasol head of business intelligence Eva Murray shared her experience with how visuals have helped to avoid confusion on her team by quickly creating a shared understanding. Many times in her career, she’d found herself in a situation whereby her team talked around the same subject but failed to establish shared definitions, processes, and priorities. Murray said, “I learned early on that simply drawing a diagram on a whiteboard can prevent these long-lasting discussions and achieve a consensus quickly.”

By establishing a shared understanding, graphics allow everyone to participate in the discussion where misinterpretations of data have been known to derail key conversations about media strategy.

Why is Data Visualization Important?

Data visualization is important because it simplifies the task of communicating many small data points as well as large, abstract concepts.

The Harvard Business Review explains that the old mindset of data visualization, or ‘DataViz,’ as a “nice-to-have skill” is outdated. Now, “visual communication is a must-have skill for all managers, because more and more often, it’s the only way to make sense of the work they do.”

As public relations and communications become increasingly data-reliant fields, the importance of being able to visualize information is immense.

Data visualizations allow your team to look at a data set of thousands of media mentions and quickly identify trends, outliers, and patterns. According to Tableau, “data visualization tools and technologies are essential to analyze massive amounts of information and make data-driven decisions.”

Tableau further stresses the value of colorful, visually attractive graphics and their role in helping communicators to internalize data narratives: “If you’ve ever stared at a massive spreadsheet of data and couldn’t see a trend, you know how much more effective a visualization can be.”

When using visualizations, you can use the principles of design to convey information more clearly and effectively.

How Does Visualizing Data Improve Decision-Making?

Data visualization can improve decision-making by making sense of large data sets in a format that humans can better comprehend. The Harvard Business Review explains, “decision-making increasingly relies on data, which comes at us with such overwhelming velocity, and in such volume, that we can’t comprehend it without some layer of abstraction, such as a visual one.”

Turning large data sets into different forms of digestible material also helps to isolate and highlight important information for communicators. Graphics can make trends and outliers stand out, so it is easier to identify patterns, top influencers, champion outlets, key regions, etc. than if you were looking at a spreadsheet. This is the information that creates actionable insights and provides clear direction to your media strategy.

But the value does not end there.

Data Visualization and Reporting

Once you have identified valuable media opportunities, you can leverage graphics to present your work to company executives. When demonstrating the value of your team’s work (and justifying your department’s budget), conveying information clearly is essential.

Similar to how visuals can help you understand key data, they can also help you to explain the narrative. Forbes reminds us that a picture is worth a thousand words and data visualizations are no exception.

For example, check out this chart of news coverage by volume, sharing, and tone and imagine trying to succinctly explain this information to a room full of executives without the supporting visuals. Most communicators would find this task to be quite challenging.

Given the level of detail included, this chart is the best format for the job. It shows both the nitty-gritty details and the big picture, enabling viewers to draw the same conclusions and engage in further discussion about the data.

Forbes advises starting all discussions with shared understanding to remove barriers to participation. A data visualization that gets everybody onto the same page, “provides an opportunity to find agreement, discuss changes, and create solutions and improvements.” This offers a significant advantage when making decisions as a team or reporting to executives and demonstrating your value.

How to Use Data Visualization in Your Media Analytics Strategy

At PublicRelay, we utilize dozens of different visuals to convey media data effectively. Using Tableau, we create custom charts, maps, and graphs that highlight trends and outliers, making the information easier to consume.

Volume and Tone of Coverage

Coverage volume and tone form the backbone of any good media monitoring program. As a result, these metrics appear repeatedly in media analysis. Rather than opting for a basic bar graph to communicate this data, these metrics can be reimagined as the size and color of a bubble on a plot chart and can include additional information like sharing data. There are a multitude of engaging ways to manipulate and visualize volume and tone.

Outlet and Author Coverage

After volume and tone, outlet and author information can be some of the most helpful metrics for providing actionable insights. This data can help your team pivot your strategy to ensure that you’re pitching your key messages to the right people. In this instance, bar or line graphs can extend off the page or include dozens of overlapping trend lines that make it impossible to glean any insight from the data. To illustrate this information, we often create charts in which the outlet or author is a bubble or point on a scatter plot. Bubbles can also display more detailed information in the form of their color, size, gradient, and placement.

Social sharing

Social sharing can be demonstrated using bar charts, bubbles, lines – you name it! Often, we like to compare sharing data to article volume because this can tell you which topics generate natural interest among your target audience. It is also helpful to pair sharing data with outlet and author metrics, so you can identify the influencers that generate the most social engagement.

Geographic Coverage

Geographic data allows us to share information about where news coverage is coming from, typically based on the locations of the outlets that originally published each article. Using infographics, we can show an article’s origin by country, region, state, or city, both on accurate cartographical maps and other, more abstract representations like bubble maps.

Increase Comprehension of Your Media Coverage

Data visualization can help you to make the most of your media monitoring and analytics programs. The value it provides to communicators lies in the shared understanding of complex concepts it enables, and the increased ability to identify trends and meaning from your data.

To learn more about how we use data visualization to turn media monitoring into media intelligence, click here.

In the age of social media, PR crises have become increasingly common. While your team may have a rough idea of how to respond to a negative situation that threatens the reputation of your company, it requires precise and swift action to minimize fallout.

Being prepared with a data-driven plan can help you save your company’s reputation, extensive amounts of money, and the resources of your communications team.

What is Public Relations Crisis?

A public relations crisis is a situation in which a company’s reputation is threatened by a negative event covered in the press. Topics that often require PR management can range from workplace scandals and product issues to executive malfeasance, and a litany of other possibilities.

Modern-day PR crises, however, can reach far beyond a single negative article in a high-power outlet: they can go viral on social media and stain corporate reputations for months or even years. An executive scandal can quickly result in a brand boycott, turning one person’s actions into an immediate financial loss for a corporation. These issues can also cause long-term harm to a company’s brand and reputation, pressing PR teams to rethink their crisis strategies and ask themselves critical questions about various scenarios. For instance, how does a nonprofit regain trust after an employee accidentally tweets an inappropriate comment on the company’s Twitter handle?

Why Do You Need a Crisis Communication Plan?

Your team needs a crisis communication plan because having an actionable and informed strategy prepared can help protect your company’s reputation from media scandals. Though such crises may seem exclusive to Fortune 500 companies – infamous situations like Johnson & Johnson’s Tylenol recall or Chipotle’s year-long battle with E. coli are the PR bogeymen – with social media, a viral tweet or a trending hashtag about your company can draw significant traditional media coverage.

However, having a plan for a theoretical crisis is not enough on its own. Your plan must be airtight and quick to execute, as even a misspelled apology tweet can balloon the size of a PR problem. Yet, with the endless variety of potential PR crises, where do you start planning?

Examples of Crisis Communication

Planning your team’s crisis response by rooting it in peer examples is the strongest way to ensure your path to resolution is efficient and effective. By looking at multiple scenarios and case studies of other companies’ action plans, your team can identify the best strategies for resolving a crisis and maintaining the strength of your brand.  

Addressing Product Issues

Product issues and recalls are the most common forms of PR crises and, if mishandled, they can cost companies millions. In 2016, Samsung’s flagship phone, the Note 7, began catching on fire and exploding. The company quickly voluntarily recalled 2.5 million units of the phone, but it was not until airlines banned the phone that Samsung pulled it completely from the market. At this point, Samsung went a step further – it sent automatic messages to Note 7 owners to return their phones, it remotely locked phones to make them unusable, and it ultimately reclaimed 99% of the phones sold. The concern Samsung displayed for removing a dangerous product from the market, and its subsequent battery safety initiatives, allowed the company to financially recover and continue the Note phone line.

Leadership Crises

In some situations, the words or actions of leadership can compromise a company’s reputation. Communications departments must be involved in crafting executive statements and taking measures to prevent potential repercussions. The following examples outline how the words and actions of leadership can make or break a company brand.

CEO Behavior

In 2020, CrossFit CEO Greg Glassman said that neither he nor any CrossFit gym owners were mourning the death of George Floyd. His comments, recorded on a Zoom call, were publicly released. Almost immediately, Glassman stepped down and offered a strongly worded apology that revoked his comments and emphasized his dedication to the company and desire to free CrossFit of his controversy. By stepping down immediately and taking ownership of his actions, Glassman turned the press attention on himself and spared the CrossFit brand of intense scrutiny or criticism.

Spokesperson Scandals

PR crises can also arise from notable company spokespeople, especially if they appear in advertisements and represent the brand. In 2018, “Papa John” Schnatter, the spokesman and CEO of Papa John’s, admitted to using a racial slur during a company conference call. Shortly thereafter, Schnatter resigned as the chairman of Papa John’s. But stepping down was not enough – Schnatter’s image and Papa John’s had become synonymous, and the fast-food chain needed to find meaningful ways to communicate its distance from the former spokesperson and CEO. In response, Papa John’s implemented an anti-bias training, acknowledged the issue on Twitter, and apologized for Schnatter’s actions, yet the brand still struggled to bounce back.

Executive Communication

The actions of your C-Suite can also exacerbate problems. When two Boeing 737 Max aircraft tragically crashed in 2019, CEO Dennis Muilenburg allegedly stressed to President Trump that pilots could easily be trained to counteract any technical problems, absolving Boeing of the need to fix the technical issues. Muilenburg’s choice of language, which implied the technical issues would persist in 737 Max airplanes, stoked further fear and compelled countries to ground the aircraft. Though 737 Max planes have recently been allowed to fly again, traveler anxiety persists over the safety of the planes due to Muilenburg’s choice of language and response to the crisis.

Employees’ Social Media Activity

PR crises can also come from within: current and former employees can make problematic comments about their employers on social media. In one example, Chipotle fired an employee who voiced criticism on Twitter about the company’s low wages. The mismanagement of the employee’s complaint not only spurred increased media attention but also a lawsuit against Chipotle that it eventually lost. Employing real-time monitoring of social media sites like Twitter can help your team catch and respond to damaging comments from employees before they gain traction online, allowing internal resolution that avoids controversy.

Franchisee Controversy

In 2021, a UPS store in small-town Newport, Vermont refused to follow the Governor’s mask mandate intended to curb the spread of COVID-19. Social media outcry was swift: in a town of roughly 4,500 people, news of the UPS store garnered more than 390 social shares and almost 2,500 reactions and comments on Facebook. Nearly half the town was talking about the news. Just one day later, UPS announced it was ending its relationship with the store owner, with coverage jumping to national outlets, including the Associated Press. UPS’s quick response curtailed social media outcry, publicly cemented the company’s concern about the COVID-19 pandemic, and distanced its corporate reputation from further coverage focused solely on the former franchise owner.

Ground Crisis Communications in Data

PR crises are complex, variable situations that threaten to stain company brands if not handled properly. From executive malfeasance to employee social media activity, the spectrum of potential crises is broad. While the best response to such situations is to act immediately with a data-driven plan rooted in industry analysis, it is also possible to nip crises in the bud before they bloom.

PublicRelay recently launched a product designed to help jumpstart crisis management: Predictive Alerts. Using AI, the PublicRelay system can predict, with up to 80% accuracy, how likely an article is to go viral on Twitter. If a given tweet seems likely to go viral, PublicRelay can automatically alert your communications team to the tweet within several hours of its initial posting. This gives PR teams the unique opportunity to implement their communications response to a crisis before it has even happened. Getting ahead of a viral tweet can forestall virality, and potentially eliminate the crisis, saving your team – and company – valuable time and money.

PublicRelay also offers comprehensive competitor media tracking, which can provide your communications team with vital information about how competitors respond to critical events. Following the press of your industry peers can help your team create data-based strategies to quickly resolve crises. The PublicRelay system can even help monitor your response in real-time, giving your team the flexibility to pivot your messaging, if necessary.

At PublicRelay, our human and AI hybrid approach to analyzing traditional and social media can help your team build a plan for managing and identifying a crisis the moment (or even before), it breaks and monitor the impacts of your strategy in real-time. To learn more about using PublicRelay to monitor your brand online, click here.

Earned media is an essential tool for PR teams to build consumer trust. This type of media has provided PR professionals with new and innovative ways to interact with and engage their audiences, making it an asset to any public relations skillset.

In today’s market, PR teams must understand how this form of coverage can be used to boost a company’s brand and be willing to invest in a communications strategy that has earned media coverage at its core.

With more people using social media to receive daily content and read the news, the nature of reaching audiences and generating media exposure is changing. So, what is earned media and how can you increase this valuable form of content?

What is Earned Media Coverage?

Earned media coverage is any material written about your company that you haven’t paid for or created yourself. In other words, it is any publicity or press coverage that is gained organically. This can include social shares of your paid media, customer reviews, and social posts, blogs, or news articles that mention your company.

Paid Media vs. Earned Media vs. Owned Media

There are three common forms of media coverage companies can invest in: paid, earned, and owned.

According to Smart Insights, paid media is content that is solely generated by the company, while owned media is content generated by the company in channels that it controls. Each type is an effective way for PR teams to engage their audience.

What sets earned media apart is the fact that it is not directly generated or paid for by the company.

Why is Earned Media Coverage Important?

Earned media coverage is important because it plays a pivotal role in engaging your audience, and it has the potential to reach a much wider audience previously unknown to the brand.

Building an earned media strategy is valuable because of its perceived trustworthiness relative to other forms of media coverage, as people are more likely to purchase or use services based on the advice of sources that are not directly connected to a company. Because it comes from an objective external source, it is more likely to be listened to and trusted by potential customers.

It is also more cost-effective than paid media as it is created by third parties unassociated with the company’s press or communications teams.

An organic earned media strategy is also an effective way for companies to build relationships with journalists, media outlets, social media creators, and influencers.

Not to mention, tracking earned coverage – in combination with other metrics such as social sharing and potential impressions – can be used to evaluate and provide insights into key message campaigns.

Ways to Maximize Earned Media Coverage

In this interconnected and online world, there are many ways for communications and PR teams to gain earned media coverage. While the nature of media has evolved with the rise of online outlets and social media influencers, there are a few trusted methods that can be used to increase your earned media.

Do Something Newsworthy

One of the best ways to attract organic coverage is to do something noteworthy or of interest to the public. This can range from philanthropic donations – which has proven to be a successful PR strategy for many organizations during the COVID-19 pandemic – to advocating for a worthy cause, like diversity and inclusion in the workplace. If your company can do something notable, it will likely attract positive news coverage and social engagement.

Create Content Worth Sharing

Creating ‘shareable’ content will increase the likelihood that you’ll gain social engagement with and positive coverage of your owned media. To create content worth sharing, it is important to understand the topics and formats that will resonate with your audience. The most shareable content is often in the form of video clips, infographics, or commentary on trending industry topics.

Partner with Industry Influencers

Partnering with industry influencers to promote your messaging is a key tactic for gaining positive earned media coverage. Take the time to build relationships with industry professionals and journalists that commonly cover your sector. In addition to gaining insight into the topics that resonate with your audience, you will increase the reach of your messages by taking advantage of influencers’ followings.

Utilize Social Media

Both large and small brands rely on customer reviews and word-of-mouth to build their media exposure. Not only has social media become a primary platform for customer reviews and word-of-mouth coverage, but it also allows you to engage directly with your audience. By building a social media team to promote shareable content and interact with your audience, you can boost your shared coverage and shape conversations about your brand.

Understand Your Target Audience

Understanding your audience requires that your PR team be aware of topics and trends that can be used to engage your audience. PR teams can use sentiment analysis to understand how their audience currently views their company and various industry topics. Once you understand how to reach your audience and how they engage with content, you can create content and campaigns that will generate higher rates of social sharing.

Using Earned Media Coverage as a Part of Your PR Strategy

Earned media coverage is an essential part of a successful public relations strategy. By refining your message, engaging your audience with creative content, and collaborating with industry influencers, you can increase your earned media coverage. Doing so will provide your company with valuable insight into your audience’s perceptions of your company and allow your organization to expand its reach to new realms.

At PublicRelay, we offer clients an accurate in-depth analysis of their media coverage. With media monitoring, we can help you to track all forms of your media coverage and assess the effectiveness of your messaging campaigns. Demonstrate the success of your communications strategy and start tracking your earned media now!

Sentiment analysis is a term that most PR practitioners and communications professionals have heard of, and perhaps even a tool they use as a part of their strategy. However, many industry pros struggle to fully understand the concept and what it can do for them when implemented effectively.

The applications of sentiment analysis are wide-ranging and impactful. For instance, Brandwatch asserts that “shifts in sentiment on social media have been shown to correlate with shifts in the stock market.” British political magazine New Statesman even used the process to determine that President Joe Biden’s recent 2021 inaugural address was “the angriest ever,” based on key linguistic choices.

What is Sentiment Analysis? 

Sentiment analysis is the process of identifying the tone or emotion attached to a communication. It can also be referred to as “opinion mining” or Emotion AI. Examples of the types of communication that can be analyzed for tone are nonverbal, like facial expressions and body language, and linguistic.

Analyzing the sentiment of linguistic forms of communication starts with examining a sample of text, which is then assigned a value based on the perceived attitude or tone of the communicator. Usually, the values are coded as positive, neutral, or negative so the data can be easily sorted and later visualized and studied for trends.

Why is Sentiment Analysis Important?

Sentiment analysis is important because it can provide you with a better understanding of your earned media coverage and help you reach your messaging goals. The analysis is part of an integral feedback loop that allows communicators to gauge the success of their communications tactics and identify opportunities for improvement.

Measuring the volume of media coverage by topic can only tell you so much. Without knowing the tone of that coverage, teams can’t determine whether their campaign is a success or a failure. For example, if your company experiences a spike in mentions related to product quality, how can you appropriately respond without first knowing whether that coverage is positive or a potential PR crisis, all of which comes down to sentiment?

Lexalytics explains that sentiment analysis can help companies to gauge “public opinion, conduct nuanced market research, monitor brand and product reputation, and understand customer experiences.” Once you have identified your strengths, weaknesses, and opportunities, you and your team can take advantage of all the practice has to offer.

Using AI for Sentiment Analysis

When analyzing text, computers deploy natural language processing and machine learning techniques to attach sentiment to words, phrases, topics, and themes. When an analysis program runs on an article it breaks the text down into these units. The program then identifies components that have been assigned sentiment in the program’s sentiment library (which stores the system’s human-coded values) – or the library entries they are closest to – and assigns a score to each unit. Finally, the system combines the individual scores to generate a multi-layered analysis score that represents the whole article.

As smooth as this process sounds, there are many areas where problems can arise along the way.

The Accuracy of AI Sentiment Analysis

Because AI uses natural language processing and machine learning to automate the process, it’s a useful tool for freeing up your team’s valuable time. However, fully automating your sentiment analysis can compromise its accuracy.

According to the Institute for Public Relations, no method of sentiment analysis will ever be 100% accurate. However, they argue that relying solely on a tech tool to measure sentiment “can be like flipping a coin, or only 50% accurate, since these platforms often struggle to measure more nuanced posts or are unable to filter and interpret the information through the lens of a company or brand.” Similarly, 5WPR estimates that sentiment algorithms are only about 60 percent accurate.

Linguistic Challenges for AI

Toptal has identified four major pitfalls of AI sentiment analysis: irony and sarcasm, negations, word ambiguity, and multipolarity. Some of these pitfalls can be addressed with approaches like machine learning algorithms or deep learning, but no solution is guaranteed to be fully effective.

Sarcasm is an especially deep pitfall, and its prevalence in consumer-generated content, like social media posts, makes it even more important in many sentiment analysis projects. Even humans struggle to comprehend sarcasm sometimes, so it’s no surprise that computers are often tricked by false-positive statements like, “I love the way [company’s] customer service team put me on hold for two hours.” Research shows that numerical sarcasm like in this statement is especially challenging for AI to comprehend due to its effect on a statement’s polarity.

As a media analyst, I often see articles that dive into complex subjects in detail. The more detailed the article, however, the higher the chances that an AI program will be tripped up by common traps like negatory statements, ambiguity surrounding entities, or articles that discuss both the pros and cons of one idea.

These issues demonstrate some of the imperfections of using AI, which can drastically change the narrative of your media analysis and your subsequent tactical decisions.

Adding a human element to your approach can be the solution to avoiding these major data hazards.

Using Humans to Detect Sentiment 

Although using an AI program can help save time, its imperfections can lead to inaccurate results that can impact your communications strategy. Because of these shortcomings, it is essential to include a human perspective to analyze the more linguistically complex elements of your media coverage.

While computers need to be trained to detect subtle context clues, humans have been ‘programmed’ to find them throughout their entire socialized lives, which makes identifying common language tools like irony and negations quite simple. Using human analysts to identify these common contexts and AI to automate the basic tasks that save time can be beneficial for PR professionals as they work to improve the accuracy of their sentiment analysis insights.

The Value of a Hybrid Approach

Both AI and human analyst approaches to sentiment analysis have benefits: AI programs save time with automation, and humans decipher context and increase accuracy. Ultimately, utilizing a combined approach can offer the best of both worlds.

At PublicRelay, our human-AI hybrid approach to media monitoring makes conceptual insights possible. To learn more about using PublicRelay for accurate sentiment analysis, contact us here.

According to Business Matters, a company’s reputation is crucial to its success. When tracked effectively, it can reveal valuable insights into a brand’s current position in public opinion. This understanding provides a foundation for PR teams to make informed decisions about their communications strategy.

What Are Reputational Drivers?

Reputational drivers are the factors that contribute to a company’s overall reputation. Defining and tracking these key metrics will help public relations professionals to understand their company brand and more effectively manage their reputation.

RepTrak outlines seven drivers of reputation that can highlight an organization’s strengths, weaknesses, and areas for growth. As Reptrak points out, these categories can help you pinpoint the different aspects of your organization that are receiving press coverage.

Based on the seven drivers, PublicRelay has developed a framework for determining the essential drivers of corporate reputation that can be tailored to apply to any organization. By using this framework, your PR team can design a media monitoring strategy that effectively tracks the factors comprising your brand.

PublicRelay’s framework consists of:

1. Products and Services. What are the individual elements of the products and services you offer?
2. Business Strategy. What actions has your company taken to meet its business goals?
3. Workplace. What is your company’s workplace culture?
4. Leadership. Does your organization have a clear mission, and is there accountability among its executives?
5. Corporate Social Responsibility. How does your company give back to the community or try to make the world a better place?
6. Financial Performance. What is the state of your company’s financial health?
7. Government Relations. Is your company in-line with industry regulations? Is your company involved in any litigation?

Each driver is connected to a specific facet of your company’s operations. Together, they help to paint a picture of the public’s perception of your brand. The final image serves as a vital tool in crafting a strong communications plan.

Why Are Reputational Drivers Important in a Communications Strategy?

Reputational drivers are important in a communications strategy because understanding the nuances of your corporate reputation will enable you to make data-driven decisions.

Reputation may feel like an intangible concept when you begin developing a communications plan. By dividing it into specific drivers, seemingly vague ideas become concrete and measurable parts of your business. Breaking it down across these seven drivers will help you to focus your messaging on the drivers that are most important to your communications objectives.

For instance, perhaps mentions of your company have been more negative than usual over the past week. By examining media content, you could uncover that negative press has largely focused on your products and services. This insight would allow you to work across teams, flagging the criticism to your product and development team for further inquiry. As a PR professional, you now have the opportunity to help shift the narrative in your brand’s favor. Once you have a firm understanding of which aspects of your brand are drawing attention, be it positive or negative, you can go to work crafting compelling content to balance the narrative.

The framework can also strengthen an organization’s external media capabilities. Once you have identified which categories are crucial to your brand’s current messaging, tracking coverage across all seven drivers can reveal further insights. In monitoring your company’s press coverage, you may begin to see which drivers are underperforming over time. Analyzing your coverage for patterns or emerging trends allows you to make intelligent and informed decisions.

Reputational Driver Metrics

It’s clear that drivers of corporate reputation provide invaluable insights for communications teams, but how do you tailor each to your company’s unique objectives?

Whether you decide to monitor your media in-house or use an agency, tailoring your drivers to your company and industry will ensure you are able to capture your metrics accurately.

When building your communications strategy, begin to consider the individual drivers and how each metric applies to your company and desired brand:

Products and Services

Define each aspect of the products and/or services your company offers. The distinction between the two is that products are generally tangible goods (e.g., a cheeseburger), while services are intangible activities performed by people (e.g., table service).

The benefit to tracking the elements of your products and services independently is that if you begin to see negative coverage of this driver, you can pinpoint which facet is perceived negatively.

Let’s say you work for a software company. When it comes to your products and services, you may want to monitor mentions of the various features of your software, product performance, new releases and upgrades, user experience, and customer service.

Business Strategy

Business strategy refers to the actions your company takes to reach your objectives or remain competitive in your industry. This can include partnerships, mergers and acquisitions, ad revenue, or industry innovation.

For example, strategic business partnerships are known to improve companies’ credibility, long-term stability, and access to knowledge and resources, enabling them to expand the scope and quality of their offerings.  

Workplace

Workplace culture and employee experience are both important factors in measuring corporate reputation. Monitoring the workplace facet of your brand’s reputation could involve assessing coverage of employee benefits, training and advancement opportunities, and mentions of diversity and inclusion efforts.

Stakeholders often view workplace culture as an insight into the company’s alignment with its core values. If a company claims to value people over profit, but their own employees are struggling to make ends meet, then consumers may start to doubt the company’s integrity.

Leadership

A company with a clear mission and executives that align with those values is perceived as more accountable and trustworthy.

Measuring this reputational driver will likely cover mentions of company executives, spokespeople, and potential insights or thought leadership they may offer. Identify every key member of or role in your company’s leadership structure to effectively track this driver.

CEOs and other leaders are perceived as representatives of company brands. If an executive is involved in a scandal, for instance, it will reflect negatively on the company’s reputation. On the other hand, a company’s reputation can benefit from a CEO with a positive public image.

Corporate Social Responsibility

Corporate social responsibility is a powerful driving force behind a brand’s reputation. CSR encompasses charitable donations, sponsorship of local community events, or environmental initiatives.

CSR programs say more about a company’s values than the quality of its products and services, but they still impact consumer behavior. In a survey of consumers, RepTrak found that “91.4% of respondents would buy from a company with an excellent CSR program.” Another 84.3% would give a company “the benefit of the doubt” during a crisis if it had a strong CSR program.

Financial Performance

Following media coverage of your brand’s financial performance may involve examining analyst projections, quarterly earnings, or share values. Analysis of this coverage furthers your understanding of public opinion of your company’s financial health and stability.

Financial performance contributes to a company’s reputation because it is an indicator of whether the company can deliver on the other drivers. For example, if a company is doing well financially, it is more likely able to expand its product development, hire more employees, and make charitable donations to social causes.

Government Relations

When tracking government relations, consider monitoring any relevant industry legislation or regulation, and your company’s involvement in litigation. For instance, if your company is cited in an ongoing legal discussion concerning privacy standards across platforms, it could impact perceptions of and trust in your brand.

Manage Your Corporate Reputation

The insights PR teams can glean from investigating their company’s reputational drivers are essential to effectively managing corporate reputation. Analysis of these drivers will help you to craft a targeted media strategy to elevate your brand. By understanding where your brand currently stands, you will be better prepared to achieve your brand objectives.

At PublicRelay, we offer bespoke media monitoring programs designed to help your public relations team understand and reach your communications goals. Build your custom media monitoring program now!

Social media is commonly viewed as a platform where companies can actively reach out to their audiences, build relationships, and manage their brand. With approximately 500 million tweets sent per day – the level of activity on one platform alone – the wealth of data available can also be used to inform and demonstrate the impact of PR teams’ communications strategies.

However, with the overwhelming volume of content, it can be difficult for PR teams to make sense of their media coverage to the extent that they can apply those insights to their communications approach.

What is the Difference Between Social Media Monitoring and Social Media Listening?

The main difference between social media monitoring and social media listening is that monitoring requires collecting and interacting with brand mentions on a granular level, while listening involves observing the “big-picture” of coverage over time. Both are approaches to measuring and analyzing a company’s media coverage.

In other words, monitoring allows you to assess engagement with your traditional media coverage on a micro-level. This is helpful when responding to potential communications crises in real-time and determining whether negative news coverage warrants a response based on its social traction.

Social media listening, on the other hand, refers to the analysis of your social media coverage over time and its interaction with your traditional media on a macro-level. During this stage, the data collected via monitoring is aggregated and analyzed based on company-specific objectives to translate them into actionable insights. This process is valuable because it enables PR teams to become predictive in their response to media coverage and to build more strategic messaging campaigns based on data.

An effective communications strategy incorporates both methods. Listening, however, stands to provide your team with data that can inform your communications approach on a larger scale.

Why is Social Media Listening Important in Communications?

Social media listening is important in communications because measuring engagement in relation to your traditional media coverage can yield valuable insights into your communications team’s effectiveness. Analyzing social media data can illuminate brand awareness and sentiment, the impact of messaging campaigns, and the industry topics that are likely to gain the most traction with target audiences.  

Create a Social Media Listening Plan

To ensure your team is getting the most out of your listening process, consider the following advice for setting measurable objectives and determining the necessary metrics to track.  

Setting Objectives

The communications objectives you establish will guide the design of your social media monitoring program which forms the foundation for later analysis during the social media listening stage. Begin by setting your objectives and determining the metrics that will allow you to measure them effectively from the outset.

While it’s difficult to measure social engagement’s direct impact on sales, per se, you can evaluate communications objectives such as improving brand awareness and sentiment, or increasing key message penetration, for example.

By establishing measurable objectives to assess the impact of your communications strategy, you can tailor your monitoring program to ensure you are collecting the necessary data to measure your objectives accurately and reliably.

Frequently tracked metrics include but are not limited to:

• The volume of company mentions across social platforms.
• Engagement (e.g., number of tweets, retweets, shares, comments, or likes).
• The tone of traditional coverage shared on social media.
• Influencer metrics (e.g., number of followers).

Key Message Penetration

According to CommPRO, “message penetration indicates the prevalence of [key] messages, a quantitative measure, across all possible messages.”

The listening process can help your team measure message penetration by distilling the volume of social engagement with your key messages from your total social media coverage. These metrics can work as an indicator of whether your messages are reaching and resonating with your audience.

Brand Awareness and Sentiment

Monitoring brand mentions across social media can serve as a benchmark against which you can evaluate your brand awareness relative to competitors, and the impact of your campaigns over time.

However, the frequency of your company mentions doesn’t necessarily shed a light on your overall reputation.

Dive deeper into your brand analysis by assessing the sentiment of the traditional coverage that drives engagement with your target audience. We know that when it comes to social media, coverage is seldom neutral. With sentiment analysis, you can determine whether each company mention that garners audience engagement is positive, neutral, or negative. This can be further broken down by topic and reputational driver for a more nuanced understanding of your brand.

Identify Trends

Identifying trends can inform your campaigns and enable you to invest resources in industry topics that are proven to have a higher ROI when it comes to social traction.

For this reason, tracking competitor coverage and industry topics across social platforms can be just as valuable as tracking your own.

By applying a similar measurement strategy to your competitors’ coverage, you can analyze their media campaigns to determine the topics that reliably trend across social media and garner positive engagement and brand sentiment.

Integrate Social Media Listening into Your Communications Strategy

Once you begin generating insights, there are multiple ways to apply them to your communications strategy.

Reach Target Audience

With an understanding of the topics, platforms, outlets, and influencers that have tapped your target audience, you can more effectively reach that demographic with your messaging.

Comprehensive data will answer vital questions such as:

• Does your audience demonstrate more engagement with your industry on Twitter, Facebook, LinkedIn, or Pinterest?
• On which platforms are your competitors garnering the most positive engagement?
• Which outlets or authors have positively covered your key messages and received high levels of social engagement?
• Which topics and messages are resonating most with your audience across social media platforms?

Reliable information on your target audience’s social media behavior will enable you to capitalize on the factors that drive positive engagement.

Pinpoint Key Influencers

Social media listening highlights the outlets and authors that cover your industry and gain the most traction with your target audience.

Build and leverage influencer partnerships based on proven histories of engagement and rapport with your audience to further propagate your message when promoting pickup of press releases and positive company news.

Build Data-Driven Campaigns

With social media intelligence, you can build data-driven campaigns designed to generate engagement across platforms and reach your communications objectives. A macro perspective of your social media data facilitates tailored messaging based on emerging trends, crisis response informed by historical data, and the ability to leverage industry influencers.

These insights will enable your team to evaluate the success of your existing strategies, benchmark your performance against competitors’, and adjust your strategy based on reliable data.

A Smarter Approach to Traditional Media

By using social media listening to understand your company’s traditional media coverage, you can improve the effectiveness of your communications strategies.

At PublicRelay, we can uncover the interaction between your traditional and social media coverage with our combined approach of human analysis and AI tools. Our team provides in-depth analyses of the topics, influencers, and outlets that drive social sharing to help you understand trends across multiple media channels and to leverage each for maximum impact.

Turn your social media data into social media intelligence now!

Media analytics are essential to helping public relations and communications professionals understand how well their current strategies are working and plot the path towards future success. By implementing an analytics solution, your team can more efficiently develop strategies based on data-driven insights to help you achieve your objectives.

According to the PRSA, the purpose of public relations is to forge positive relationships between organizations and their target audiences. These relationships can be developed in multiple ways: by gaining exposure to new audiences, building brand awareness among current audiences, and fostering engagement within less active audiences, to name a few. However, the various methods for building relationships with stakeholders are most effective when PR practitioners use reliable data to inform their strategies.

When explaining the importance of data utilization in the public relations industry, Keyana Corliss, Head of Global Corporate Communications at Databricks, said, “data can be the difference between assuming you’ve made a good decision and having a great data-driven strategy.” Of course, to employ this method, you must first understand what analytics are and how to use them.

What is Media Analytics?

Media analytics are observations and recommendations based on data drawn from media monitoring. Succinctly, media monitoring is the tracking of media output from various outlets and authors to gain a better understanding of a company’s brand and its communications strategies’ effectiveness.

At PublicRelay, we aggregate data collected from various media sources over time to pinpoint trends and outliers that provide key insights. These data points allow us to inform our clients of how well their communications tactics are performing and ways they may adapt their strategies to better reach their objectives.

Integrating Media Analytics into Your Public Relations Strategy

Public relations teams can be best served by incorporating media analytics into their operations strategically. You can apply an analytical lens to your own media data and make the most of the information you collect by keeping a few key principles in mind.

Be Objective-Oriented

While it is always important to keep goals in mind when making PR decisions, analyzing media requires clear, measurable objectives. Without objectives, there is nothing to differentiate a media campaign’s success from its failure. The act of establishing objectives also debunks the myth that PR efforts and outcomes cannot be measured. Further, when presenting PR outcomes in terms of accomplished objectives, PR teams can demonstrate the merit of their work, as well as prove the value of their allocated budget.

Setting objectives can look very different from one organization to another: a consumer-focused company may want to reposition its brand, while a non-profit organization may seek to raise awareness of a cause it supports. Both objectives are measurable using media analytics. According to Hootesuite, you can establish effective objectives using the S.M.A.R.T. goal framework, which recommends setting goals that are specific, measurable, attainable, relevant, and timely. 

Without objectives, your team is at risk of reaching the end of a campaign only to find yourselves overwhelmed by too much information that you struggle to make sense of. Or worse, you may find that you have been tracking the wrong data the whole time and don’t have the necessary information to assess your PR outcomes. 

Big Picture: Observe How Trends Form Over Time

While you may be able to find some noteworthy media mentions if you analyze your media coverage daily, becoming too detail-oriented can pose challenges to PR and communications teams. Without taking a step back to view your data over a longer period of time, you will most likely be faced with information-overload and struggle to identify the most significant coverage.

By allowing trends to develop over time and analyzing your data on a monthly, quarterly, or yearly basis,

you can see how patterns form and highlight the most noteworthy coverage. High-level reporting helps to cut through the noise and gives clear insights into trends as well as outlier events, putting seemingly important media coverage into perspective. Stepping back to observe the bigger picture not only saves time and energy, but it also produces better results by directing attention toward the most important data points.

Small Picture: Pay Attention to the Details

The details of your media coverage are most important during the set-up stage of your media monitoring program and later on in the analytics process when looking for a sensible narrative of your coverage.

The decisions made about the media coverage your team wants to track – like whether stock reports are relevant, or the factors that make a company mention significant or insignificant; positive or negative – may seem inconsequential and laborious, but these choices will have a big impact on the data you end up with and the story they tell when you analyze your coverage. These details determined during the planning stage will affect the narrative of your media coverage down the road. Thus, it’s important to consider these choices in the beginning when you set up your analytics strategy to minimize future changes and to make long-term observations and period-to-period comparisons more accurate.

After you’ve zoomed out to view the big picture, you can zoom in on the information behind apparent trends. By identifying factors such as authors, outlets, sentiment, and potential impressions, you can validate, explain, or negate what the numbers may appear to be telling you. For instance, a spike in a certain topic on social media may automatically signal to you that many people are discussing your brand. However, further investigation could reveal that the content is coming from one user with very few followers, perhaps even a bot, and the “trend” is not worth mentioning to your executives. In instances such as this, examining the details can help you to identify the information that is important and worth acting upon.

Media Monitoring & Analytics

It is with the perspective of analysis that your media data takes on a comprehensible narrative and becomes a more useful tool than media monitoring alone. While media monitoring can provide up-to-date coverage of all media mentions and in-depth statistical information, going one step further and analyzing this data significantly increases your return on investment. Through analysis, you can organize your data to identify the coverage and trends that are important, as well as the changes you and your team can implement to increase the success of your communications strategies.

Path to Success

A good media analytics program has the ability to both explore the nitty-gritty details and recognize patterns and significant moments within a large data set. The objectives you set to define success at the beginning of your analytics journey will guide the entire process, and a program that recognizes the value of big picture and small picture perspectives will help you to build a comprehensive understanding of your media coverage. With a strong program in place, you can recognize the key data that can provide actionable insights and inform your team’s PR and communications decisions.

At PublicRelay, we offer media monitoring and analytics programs that help our clients to identify relevant media mentions and compile informative and thorough metrics-based reports. Turn your media monitoring into media intelligence now!