The COVID-19 pandemic and resulting media furloughs have forced many organizations to rethink their earned media strategies over the last few months – creating the opportunity to review existing strategies and tactics. As Bellmont Partners’ Data + Insights Lead, I would love to suggest using this time to analyze and update how your organization is tracking, measuring and reporting earned media coverage.
As many businesses are pivoting everything from their business models to their marketing budgets, it’s more important than ever to make sure that you’re tracking results against new goals or audiences. Here are a few thought-starters to consider:
- Is what you’re currently doing working for your organization and the leaders who receive your reports? If not, what needs to change?
- Do you need any support? This may be in the form of a monitoring platform or engaging an agency.
- What metrics aren’t you tracking that would be helpful?
- What metrics ARE you tracking that aren’t helpful?
- Are you reporting only quantitative data, or are you also providing qualitative observations, analysis and recommendations?
- Are your reports conveying the information presented in a visually appealing and easy-to-read manner? If not, you may want to consider engaging some graphic design support to help format your reports in a more visually friendly way. If no one reads the report, it’s not adequately showing the value of the work you’ve done.
There are a wide variety of resources and platforms out there that can help refine your monitoring and reporting activities – at Bellmont Partners, we use tools such as CISION and Critical Mention, and often work with our in-house graphic designers to develop reports and infographics to showcase the results our clients are seeing. We are big believers in defining and tracking what your organization’s key metrics are – those that contribute to actual business goals.
One other area you may want to consider updating is not only the quantitative data you’re tracking, but the qualitative data as well – by which I mean an analysis of the earned media coverage coming in. Often, these contextual observations can lend deeper insight into the impact of a piece, beyond the numbers. For example, your organization may have earned an in-depth profile that hits all your key messages in a trade publication with a smaller audience made up of the decision-makers who matter to your company. On paper, the quantitative metrics may not be as impressive as if your company was briefly mentioned in an outlet with millions of readers, but that audience won’t take action upon learning about your company. Context matters and can provide important insight into the quality of the coverage you’re receiving.
If you feel overwhelmed or under-educated by your monitoring, measurement and reporting activities – or lack thereof – don’t worry! We are here to help. Shoot me a note at firstname.lastname@example.org, and I’d love to have a conversation with you to see where your pain points might be and what you can do to address them.