Media monitoring and analysis tools now provide more detailed and sophisticated reports. However, with the abundance of data available, the question remains: which metrics truly count?
Here are three top metrics that every PR pro should be tracking to demonstrate value, refine strategy and boost brand reputation:
Share of Voice (SOV)
What It Is: The share of media attention your brand receives in comparison to competitors in your industry.
Why It Matters: SOV provides insight into your brand's presence within the media landscape. It's an essential metric to determine if your PR strategies are generating sufficient buzz or if your competitors are overshadowing you.
Tip: Go beyond merely tracking the amount. Include sentiment analysis, key topics and platforms to gain a comprehensive perspective on your SOV.
Sentiment Analysis
What It Is: An evaluation of the tone — whether positive, negative, neutral, or mixed — in media coverage or social discussions regarding your brand.
Why It Matters: It's not solely about the volume of chatter; it's about the emotions behind those conversations. Sentiment analysis provides early alerts for potential reputation issues and aids in assessing how well a campaign is received.
Tip: Monitor sentiment trends over time to identify changes in brand perception or to evaluate the lasting effects of PR efforts.
Key Message Penetration
What It Is: The degree to which your campaign's main messages are represented in media coverage.
Why It Matters: A large amount of coverage is insignificant if your messages are not being clearly conveyed. This metric assesses how effectively your intended narrative is being received.
Tip: Utilise content analysis tools or conduct manual reviews to determine how frequently and accurately your key messages are featured.
For more insights, take a look at Why You Should Monitor Your Campaigns.
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