End-of-year reporting deadlines are looming, and as PR and communications professionals, it’s imperative to ensure that their efforts are not in vain. Reliable insights that lead to actionable strategies for the next year are essential. That’s where our recent webinar, ‘First Steps on a Measurement Journey,’ comes into play. In this blog post, I, Nicola Baird, delve into the key takeaways from the webinar, which I co-hosted with Ruepoint’s Susan Ryan.
Dismantling the Myth of Spokespeople Neglect
As communications professionals, we often grapple with securing buy-in from CEOs or spokespeople who might not view media engagement as part of their KPIs. However, in the webinar we highlighted the tremendous value that spokespeople bring to the table. They can help shape the narrative, enhance brand visibility, and achieve various other objectives. By reporting on the impact of spokespeople’s contributions, you can effectively demonstrate their value and garner their support.
The Power of Key Messages
Key messages play a pivotal role in shaping public perception and driving your communication strategy. While identifying key messages may be challenging at first, they evolve over time as you gain insights from your initial analysis. Key messages not only reflect your brand but also influence the quality of coverage you receive. Remember, it’s not just about quantity; it’s about the message’s impact.
Balancing Quantity and Quality Metrics
In the ongoing debate of quantity versus quality metrics, we lean towards emphasizing quality, not just in the webinar but also beyond. It’s essential to assess not only the quantity of media coverage but also its quality. Evaluating sentiment, prominence, and other qualitative factors can offer a more comprehensive understanding of your media landscape.
Aligning Measurement with Business Objectives
Your media measurement efforts should align with your wider business objectives. It’s crucial to ensure that your measurements reflect what matters most to your organization. Furthermore, your measurement practices should be dynamic and regularly updated to keep pace with changing business priorities.
Leveraging Benchmarking for Insights
Benchmarking against competitors or past performance is a valuable practice. It provides insights into your standing within your industry and helps identify areas for improvement. Whether you’re comparing against competitors or tracking your progress over time, benchmarking adds significant value to your measurement efforts.
Budget constraints are a reality for many PR and communications professionals. However, effective measurement doesn’t always require a substantial budget. Start by focusing on the media types and samples that align with your business goals. Over time, you can expand your measurement scope as your budget allows.
The frequency of reporting should depend on your organization’s needs and resources. While some may opt for quarterly reports, others may find annual or even monthly reports more suitable. The key is to ensure that your reporting schedule aligns with your business objectives and provides actionable insights.
Start Small, Evolve Gradually
Remember, implementing media measurement practices doesn’t have to be an all-or-nothing endeavour. Start with what’s feasible for your organization and build upon it as you gain experience and resources. A gradual approach can lead to more meaningful and sustainable measurement practices.
Media measurement is an essential tool for PR and communications professionals. It helps you demonstrate the impact of your efforts, secure budget allocations, and fine-tune your strategies. By focusing on the key takeaways from this webinar and adopting a thoughtful, adaptable approach to measurement, you can set yourself up for success in 2024 and beyond. So, get ready to measure, analyse, and thrive in the dynamic world of PR and communications.
Watch the full webinar below to gain deeper insights into future-proofing your PR strategies.
If you’re eager to discover how you can maximize the value of your PR campaigns through tailored media intelligence and reporting, Ruepoint provides global solutions designed to enhance PR team performance and highlight the impact of their efforts. Get in touch, and let’s start a conversation!