Completion of the review only the final results of the last pro-active media campaign to launch that new product or service. Numbers look very good: the emergence of the media were millions, and was evenly distributed between broadcast and print coverage, and a document of national leader ran three stories run pretty impressive. But it was better?
This analysis
Analysis of issues or campaigns is the first step in a really great understanding of all success or failure of communication. With busy schedules and / or tight budgets of clients, most often, media analysis is not consistent. And be a big investment in the collection of media content, but not on the measurement and analysis of trends and successes and areas for improvement. Stories often far provided immediately or distributed to a limited group, should not be seen or analysis at all.
If you are already an ongoing analysis of the media and won half the battle. But if not, you can bet your client or director will soon require. New technologies and the growing expectations analysis to determine communications ROI (return on investment) and to the analysis a must, not should.
Once you determine the need or importance of analysis, what is the next step? This is where you can adjust the confusion and as might be expected, and everyone has their own definition of how they should analyze media content on the basis of their own experiences. Usually, the issue of standards and formulas established PR ... This is often when things are coming to a standstill.
But before you throw in the way you analyze, you must first determine what you are interested in the analysis. Here are some considerations:
Track success in key publications and depends on the demographic and appropriate means
Evaluate key message penetration in media stories
Monitoring the quality - not just quantity - of coverage
Determine success in competition
Spokesman successful pick-up
Determination of campaign ROI
Advertising equivalence scale (if you must!)
Monitoring of regional penetration comparisons
And media planning / attendance figures
Compare key issues and / or product penetration
Writing or any other medium resulting comments / letters to the editor
There are countless ways of analysis and triangulation of information. But it should be noted that you can perform all the above considerations without getting into confusing PR formulas complications or complex. The key is to determine what you are interested in the evaluation and development of standards for comparison in the future. If you still want to add multiple PR can, as long as you always keep the same formula. So if you are hit by a factor of 3, 5 or 10, and the cover still being evaluated in a consistent manner and can be seen on imaging unbiased and accurate.
E go, go in real time
Evaluate the success of the launch of a new product, and the impact of the crisis on your organization, or compare monthly after finding could provide valuable information for future planning. But imagine the change that can be done if you have real-time data available to you at your fingertips in an instant. In real time by using data which can be monitored:
What faces the hardest hit areas that deserve
Misinformation is published so that you can correct
Publications that you need to follow the call
Questions that get the most attention
The quality and tone of coverage
Impact on your organization
What tactics work and what does
How you can piggy back on the latest media trends or competitors or tactical success
The benefits of real-time analysis are endless and important. Knowing that it could have an effect in time for the final result of the launch of a new product is activated and can talk to the real power of PR.
A combination of real-time analysis and comparison provides you with the tools needed to improve the results of the midterm campaign analysis of the real success using a predetermined set of consistent standards and objectives. For 2005 years to begin to develop appropriate criteria to evaluate your chance to learn more about the impact of your communication strategies and it will pay off for years to come.
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