Digital_PR_summit_-_measuring_beyond_the_link.pdf

Transcript

1. Find out more at: CoverageBook.com Measuring beyond the link
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3. Find out more at: CoverageBook.com Why Now?
4. Find out more at: CoverageBook.com Why does benchmarking matter?
5. Find out more at: CoverageBook.com Your work has evolved Your measurement needs to catch up
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8. Find out more at: CoverageBook.com Once you have the objectives, everything else becomes much easier to measure.
9. Find out more at: CoverageBook.com “Increase brand awareness”
10. Find out more at: CoverageBook.com "Build awareness and interest with 25–45 female audiences in Q1 via key health titles, driving consideration and engagement.”
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14. Find out more at: CoverageBook.com SITEWIDE VISITS
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20. Find out more at: CoverageBook.com Interest - did anyone care?
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28. Find out more at: CoverageBook.com Action A – Action (Did it do anything?)
29. Find out more at: CoverageBook.com The ultimate goal? Measurement led insight Here's what we have learnt - this is what we are changing Reporting → Insight → Action
30. Find out more at: CoverageBook.com And the questions change Retrospective Reporting Strategic Measurement What happened? What’s happening? How much coverage? Which narratives are winning? Where did we land Where should we focus next? Output focussed Decision focussed
31. Find out more at: CoverageBook.com 68% say PR budget decisions made without structured coverage analysis are essentially guesswork
32. Find out more at: CoverageBook.com 75% say it’s difficult to lead PR strategically without structured coverage insights
33. Find out more at: CoverageBook.com 85% don’t use any formal method to assess the quality or strength of their coverage
34. Find out more at: CoverageBook.com Over half are not confident their measurement system could be followed easily if a key team member left
35. Find out more at: CoverageBook.com Structure first. Insight follows. PR Activity What tactic or action led to this coverage? Coverage type What editorial format does this coverage take? Sentiment Is the tone favourable or unfavourable toward your brand? Brand Prominence How visible is the brand or product within this coverage?
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38. Find out more at: CoverageBook.com 3 last things to leave you with
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42. Find out more at: CoverageBook.com Further reading…
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46. Find out more at: CoverageBook.com Happy to chat….. Laura@coveragebook.com www.linkedin.com/in/laurajoint