Feature Results and Drive Strategy with a Good Media Coverage Measurement Tool
You simply can’t underestimate the value of a good measurement tool. One that is comprehensive should not only enable you to show off your results but help you drive client counsel. Of course, you should always measure for quantity and quality. Measuring the number of pitches sent, key message pull-through, total hits and tone of articles will tell you about quantity and quality.
However, one question that is often overlooked during media analysis and warrants attention is:
“What were the efforts required to reach the achieved level of results?”
Taking a closer look at this will help you measure effectiveness and make smart strategic counsel to your client. To that end:
We take a measure that we call, “Engagement Level.” It is a rating based on various responses received from reporters. This measures all feedback including the “thanks but no thanks.” A number of these responses would equal a low rating meaning it’s time to reassess strategy. This metric will tell you if your client’s news is interesting. Therefore, if it’s good or bad, you capture useful information about what resonated (or didn’t) with media so at a minimum, you can provide counsel on messaging, communications efforts, news release strategy, etc.
Another interesting parameter we look at is an “Interviews to Coverage” percentage. This is (as the name suggests) the percentage of interviews that resulted in coverage. Is your spokesperson achieving results based on their time invested during media interviews? If not, it may be time to do media training or reexamine messaging.
On a more personal note, I recently conducted a coverage analysis for a client making their formal debut to the media, which reaffirmed my belief that unless you represent a big brand, it takes smart persistence to get results. We sent 242 pitches to get 42 original stories. These pitches were sent to around 100 reporters. This means many of our media targets were approached in multiple ways and on multiple channels to get attention and hopefully in a relevant, non-annoying way. And to my knowledge, no reporters were annoyed in the making of this campaign.