Data & Analytics
PR and Communication Reports: The key to added value
After a media campaign, any head of a communication team usually wants to know their results so they can improve the next time around. With this in mind, we would like to share several guidelines with you that clients use to create Communication Reports to help define the next steps in your media strategy. In other words, now is the time to analyze whether your media strategy is on the right track or whether it needs to be adapted to achieve your objectives. Let’s dig in:
A good way to begin a communication report is by creating an “Executive Summary.” This part is important in order to give an overview of the volume of global impacts your business has in media currently. Ideally, this summary should compare two different points in time (maybe different quarters for example). However, this may vary for each company as the comparison can be made with data that’s important to your brand.
An effective approach to doing this is to create a numerical breakdown of impacts by media type: internet, newspaper, magazine, blog, TV, radio, etc.. This first exercise is to study your strengths and weaknesses to define your next steps. You should ask yourself: Did I have fewer appearances in magazines this year? What could have caused this? Extracting conclusions based on benchmarking your current status is key.
Usually, these summaries contain a recount of the total appearances in press (both online and offline), but how you calculate this information will depend on your own qualification system. From our point of view, it’s better to count all of the times your brand was mentioned because that will give you a global overview of your progress.
Analysis of yearly trends
Now it’s time for your PR report to get more into detail by developing a “Trend Analysis,” closely examining patterns. It’s always good to look for the months that had the highest number of PR mentions: are they linked to any particular cause? Perhaps it was a product launch or an event that your brand put on a few months ago that helped you garner more coverage.
Continuing with this analysis — even though you may be analyzing a trimester — it’s helpful to show the evolution of your media appearances throughout the entire year. That way, you will see the data in a progressive format and know the months that you performed best and which months could use a little more work.
When creating this graph, it’s important to include the reason you’ve appeared in certain media publications — like if you got more PR mentions due to a crisis or some kind of influencer marketing campaign. That’s why having an established system in order to qualify your media mentions is completely necessary to get a profound understanding of your brand’s overall reputation in the press.
The tone used by the press when talking about your brand should be studied extensively — it’s not the same if a journalist writes a raving review about your product or if a blogger is badmouthing your brand on social media. Negative press could result in a communication crisis. You’ve got to monitor those things. Overall sentiment is directly linked to a brand’s reputation.
You never know what will happen in the future, but defining your brand’s allies and enemies is key, especially in the moment of crisis. Monitoring sentiment is a good way to know which relationships to nurture so they will help your brand in a moment of need.
If you’re interested in finding out more on how to create a Communication Report, let us know and we can talk about it!
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