PR professionals and marketers can transform media findings into strategic decisions that provide them with a substantial advantage, but how?
First, it is important to note that media reports are more than just recaps. Media reports are often seen as mere summaries of coverage volumes, mention counts, sentiment scores, etc. However, to a strategic communicator, these reports become decision-making tools.
So, what exactly makes a media report valuable?
Media reports provide brands with:
- Relevance: They are focused on the right platforms, mentions and audiences.
- Clarity: Summaries and visuals highlight anomalies and patterns.
- Context: They provide benchmarks against competitors, past performance and industry norms.
- Narrative: Data trends are interpreted and connected to business goals.
Once you have these findings, this is how you can turn them into insights:
- Identify Critical Trends: What is increasing, decreasing, or remaining constant?
- Identify Outliers: Are there any surprise mentions, high-traffic postings or unintended exposures?
- Evaluate Sentiment: Is the coverage favourable? What tone do journalists and the general public use?
- Monitor Volume and Reach: Are your communications reaching the intended recipients?
Now that you have the insights, you can apply them to your strategy by:
- Messaging: Adjust communication based on what resonates with your brand.
- Audience Targeting: Determine who you're talking to and where.
- Channel Planning: Prioritise high-impact media platforms.
- Crisis Preparedness: Recognise early warning indicators and plan responses.
- Campaign Optimisation: Adjust the timing, tone and content depending on previous performance data.
Need help turning your media data into strategic action? At Focal Points, we provide clear, custom reports that help you make smarter, faster decisions. Get in touch today.For more insights, take a look at
The Top Three Metrics PR Pros Should Track.*Image courtesy of Canva