A holistic, strategic approach to public relations goes far beyond crafting a brand’s message and securing media placements. While establishing what to say and how, when and where to say it creates the framework for a PR strategy, effective PR also requires a deep understanding of how your brand is being perceived by your target media and target audience. This understanding elevates your ability to develop impactful campaigns, foster valuable media relationships and respond well to crises.
At See.Spark.Go, we use a variety of platforms and processes to ensure we’re capturing every media mention for our clients, while also monitoring their competitors’ news and trends within their industries. We share media coverage updates in real-time, as well as in our weekly Media Feedback Reports, and we dive deeper into trends and analyses on a quarterly and annual basis. By keeping a pulse not just on our clients, but on the environments in which they exist, we’re able to create informed, yet agile strategies.
Here are just a few of the ways that ongoing, comprehensive media monitoring can take your PR strategy to the next level:
Relevant Pitches Get Read
Media monitoring allows PR pros to stay informed about their clients’ audiences, competitors and target media on an ongoing basis, making market research for a new product or campaign quick, easy and accurate. Identifying and understanding consumers’ general sentiment toward the industry, as well as similar products or services, is vital when considering how to best engage with journalists.
Journalists want to write about topics that interest them and that will create value for their readers, viewers or listeners. It takes more time, but if you can articulate your client’s differentiators and/or how they relate to a current trend within the context of what each specific journalist covers, you’re far more likely to receive an interview request than if you blanket pitch a list without doing your research. Sending relevant pitches is the best way to build a relationship with a journalist, and you can only do that by keeping up with the whole industry’s happenings—not just those of your client.
Robust Reports Create Informed Strategies
Beyond staying attuned to industry trends and media, ongoing media monitoring also allows you to communicate the value of earned media and use that information to inform future strategies. You can track certain “vanity metrics” like ad equivalency and impressions; but the true value of earned media comes from factors like tone, positioning, message pull-through and audience demographics. It’s not enough to ask, “How many people did we reach?” Instead, you have to ask, “Were they the right people? What did we say to them? How were we positioned?” By taking a closer look at your coverage, you can better understand what’s working and what has the best chance of “moving the needle.” With more data points available to measure success, you can more easily identify high-performing strategies and replicate them moving forward.
More Context Means Fewer Crises
Last but certainly not least, being aware of your brand’s surroundings in all relevant spheres allows for preparedness. No one enjoys navigating a crisis, but it is important to be prepared if ever that moment comes so that your brand can respond rather than react to the situation. If you’ve routinely monitored the media content in your sphere, you’ll be equipped to efficiently and effectively craft a crisis response strategy because you understand your audience sentiment, your competitors’ positions and the greater context surrounding the industry. Plus, those great media relationships you’ve built as a result of your relevant pitches might allow you to mitigate having your crisis amplified in the media. Never underestimate the power of having journalists on your side!
In today’s media landscape, there are more media channels to influence your brand’s image than ever before. Media monitoring lets you make the most of every opportunity by being proactive and prepared. The more touch points you have in place to track your media coverage, and the more data you have available to quantify it, the better your PR strategies will be. Knowing how your brand’s value proposition aligns with your media’s interests will allow you to conduct smart outreach and seed relatable messages, therefore elevating your brand as a whole.