“Single North star metric that illustrates if the PR efforts are on the right track.”
As we know that there are a wide variety of metrics that capture different aspects of a PR job function. Presenting all these metrics to an executive is often overwhelming and hence not actionable. Modern-day leaders are looking for a single metric that allows them to track the performance of their PR efforts.
This metric can also guide your team to build a strong PR strategy by pinpointing content that resonates the most with your target audience, journalists who can vouch for the brand, and areas where the brand perception needs a fix. This Impact metric is the way forward to measure, monitor, and attribute PR success.
How to measure
Sprinklr's Media Impact Score is specifically designed to capture the essence of all PR metrics into one unified measurement - be it the volume or quality of media coverage or virality of news articles, or mentions of corporate pillars. This provides a 360° view of how your brand is perceived in media and also importantly, how you can improve it. Very less PR tools can provide this.
Media Impact Score, Relevance Index, Rank Index, and Engagement Index
Different components of Media Impact Score
For a PR team that is striving to build a positive brand perception, it is important to measure if the key brand messages are being placed by the media outlets as the team had planned. The Relevance index measures this and answers questions like
Is my brand keyword mentioned in the article’s title?
Is my key message placed at prominent positions where the readers are likely to read and remember it?
Is my brand mentioned within articles that are centered around my competitors?”
How to measure
Traditionally, PR analysts used to assign scores by going through the news articles and identifying key messages. But this involves a lot of manual work and should be automated. With powerful text analytics capabilities, Sprinklr can deliver precise insights into keyword positioning at scale.
If your brand gets caught within the curse of social virality, your valuable brand perception can be taken for a toss overnight. This is where modern PR teams have started looking at measuring the impact of news articles across modern and traditional channels. An article from a not-so-popular blog can go viral, thanks to a Tweet from a social influencer. On the other hand, media outlets are scrutinizing social channels for brand stories to curate viral content. On a positive note, when correctly leveraged, virality can boost a brand’s reputation as well.
How to measure
To stay ahead of viral articles, you need to measure in real-time how articles are shared on social media like Twitter, Facebook, Reddit, etc. and the engagement on these social shares.
Trend of media coverage v/s social amplification
The digital world has made it easy for media outlets to churn out articles every day. Outlets and journalists pick content from newswires and flood the internet with articles. Newswires can provide advantages like gaining the visibility of a popular journalist or outlet. At the same time, when overused, it is viewed as pushed or paid content and the readers ignore them. So it becomes critical to measure if Newswires are truly assisting with your goal of driving business growth.
How to measure
A lot of manual effort is required to identify and tag whether an article is derived directly from a newswire or not. Automation using string-matching algorithms can tag this data at scale.
There could be hundreds and thousands of outlets which are covering your subject of interest. These outlets include a lot of long tail websites (small or regional) which may not be of extreme importance for the PR or Corp comm managers. Hence it is critical to understand which outlets are important and actually driving the impact of your coverage.
How to measure
Within your PR monitoring it is important to identify the popular outlet and with Domain Authority you can measure how successful a site is when it comes to search engine results. Global Rank is another metric which allows you to measure the size of the outlet and its potential impact by considering both the unique visitors on the website as well as the monthly pageviews.
