Understandably interpreting insight reports can sometimes feel like deciphering a cryptic message. Clients often ask us, “Is that good?” when presented with data. To answer the question effectively, you must define your own metrics for success and consider the broader context in which your media presence exists. In this blog post, we aim to demystify the process of interpreting insight reports and provide you with a practical guide to making sense of the numbers and trends.
Define your "Good"
The first step in interpreting insight reports is to define what “good” means for your organisation. What are your goals and objectives? What key performance indicators (KPIs) are you tracking? Without a clear definition of success, it’s challenging to determine the value of the insights presented.
Context Matters
Context is crucial when assessing the quality of insights. Here are several aspects of context to consider:
- Intent: Begin by examining whether there was a plan or strategy in place. Did you set specific goals for your PR and communication efforts? Understanding the intent behind your actions will help you determine the KPIs that matter and evaluate the effectiveness of your strategies.
- Perception: Before diving into the report, think about your initial expectations. What did you anticipate seeing in the data? Comparing your expectations with the actual results can provide valuable insights into the success or failure of your campaigns.
- Media landscape: Consider the broader media landscape. What external factors might have influenced your results? Are there externals parties impacting your narrative? Were there any limitations in accessing media sources or achieving cut-through? Identifying relevant influencers and understanding why they matter will give you a clearer picture of your media presence.
- Competitive landscape: Benchmarking is essential. Analyse your own performance over time to assess impact and look to your competitors. The results you see now could be setting the foundation for a longer-term strategy that won’t be realised in the short term. You may perceive results as subpar as a standalone, but it’s crucial to give context to your initial position and the competitive landscape and use this information to assess performance and inform next steps.
- Existing narrative: It’s not just about where you stand in terms of numbers; it’s also about your messaging and actions. What is the intended outcome of your PR and communication efforts? Evaluate whether your current position and messaging aligns with your strategic narrative and objectives.
- Impact: Can you measure the impact of your PR efforts beyond just media insights? Look for correlations between your media presence and other measurable outcomes. What was the overarching strategic purpose of your communications and how did your PR efforts support that outcome?
By examining these contextual factors, you’ll gain a deeper understanding of the insights presented in your report.
Interpreting the data
Now that you’ve established the context, let’s delve into how to interpret the data within your insight reports:
- Quantitative metrics: Start by looking at quantitative metrics such as the number of mentions, reach, engagement share of voice. These metrics provide a quantitative snapshot of your media presence and establish the context for understanding the landscape This as a standalone, is thin; but as a starting point for insight is valuable.
- Content analysis: Dig deeper into the content of mentions. What is the sentiment? How prominently is your company mentioned? Do you share much content with competitors? What are people saying about your brand or organisation? What is driving mentions – proactive measures or external narratives? How does your comms support the wider organisational pillars? What value are spokespeople bringing? This qualitative analysis can provide valuable insights into public perception.
- Competitor landscape analysis: Don’t forget to compare your performance with that of your competitors. Are they gaining more media coverage or generating more positive sentiment? Understanding your competitive position can guide your future PR efforts.
- Trends over time: Analyse trends over time to identify patterns and changes. Analysis over time can help predict how and when competitors will act, how the media will pick up on different topics, who the influential voices are. Understanding these trends can help you navigate internal expectations and external challenges to fine-tune your PR strategies.
- Audience insights: Explore audience demographics and behaviors. Who is engaging with your content, and how are they interacting with it? This information can help you tailor your messaging to better resonate with your target audience.
- Actionable insights: Finally, look for actionable insights. What specific actions can you take based on the data? Whether it’s adjusting your messaging, finding new means to legitimise your position, targeting a different audience, or launching new campaigns, the insights from your report should inform your next steps.
Let’s sum up
Interpreting insight reports is a vital skill for PR and communications professionals. To answer the question, “Is that good?” effectively, you must define your own metrics for success and consider the broader context in which your media presence exists. By examining intent, perception, media and competitive landscapes, existing narratives, and impact, you’ll be better equipped to make sense of the data presented in your reports. Insight reports are not static documents but tools to guide your PR and communication strategies. Use the insights you gain to refine your approach, adjust your tactics, and ultimately achieve your organsation’s goals.
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