Evaluating coverage generated is an essential practice for PR agencies. It not only quantifies the results of their efforts but also allows for continual improvement and adaptation to ever-changing market needs. In a previous blog we looked at why PR agencies should evaluate coverage generated. In this post we delve even deeper, exploring how agencies evaluate coverage, and what to look out for in the process. Below are seven pointers for your consideration.
Media reach
First we consider the number of media outlets, websites, and social platforms that covered the client’s story. We evaluate the reach and credibility of these outlets to understand the potential impact on the target audience. An good PR agency will not only be able to maximise a story’s potential through an established network of media contacts, but will also be able to evaluate every bit of coverage and feed this information back.
Message alignment
It’s important to assess how well the media coverage aligns with your key messages and objectives. We ensure that the core message remains consistent across different platforms and publications. It’s important to remember that what success looks like will depend on the original campaign goals and objectives.
Tone and sentiment
Another metric is to examine the tone and sentiment of the coverage. Positive sentiment can boost brand image, while negative sentiment may require damage control. Understanding the tone of the coverage helps agencies respond effectively.
Audience engagement
We also measure the level of audience engagement generated by the coverage. This includes likes, shares, comments, and any other interactions. Engagement is a good indicator of how well the message resonated with the audience. With a proven foodservice PR track record, Proactive can assist in ensuring a brand maintains constant, high-quality coverage and audience engagement, with every campaign.
Competitive analysis
Sometimes it pays to compare coverage with that of competitors. This analysis helps identify opportunities for differentiation and areas where the client may need to catch up. Remember, competition is healthy, so it’s imperative that businesses keep a close eye on what their competitors are up to. We’re always seeking new opportunities to assist clients in achieving their commercial objectives – starting with keeping on top of what the competition is doing, how they are doing it, and why.
Data analytics
We leverage data analytics tools to track metrics such as website traffic, conversion rates, and social media growth resulting from PR efforts too. This data can provide insights into the tangible impact of the campaign. Armed with this valuable data, Proactive can assist businesses in not only measuring their performance, but also in making data driven decisions to help achieve their financial goals.
Adjustment and adaptation
Based on the evaluation, we also make necessary adjustments to PR strategies. If certain tactics proved highly effective, consider incorporating them into future campaigns. Conversely, if some aspects fall short, learn from those experiences and adapt accordingly.
Remember, one size doesn’t fit all when it comes to foodservice PR and marketing. You need tailor-made solutions to achieve your goals. Proactive’s flexible, focused approach offers just that, and much more. We are Proactive by name, and proactive by nature and strive to deliver top quality results, every time.
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