Leslie Stefanik, VP of Marketing, PublicRelay
At a leading business services company, media mentions are dominated by a study that the company puts out on a regular basis. The vast majority of mentions do not consist of brand messaging that a communications team would drive. Instead, coverage is dominated by statement of fact references. In order to engage in a more proactive communications strategy, the company adopted media intelligence that looks at more than just keyword counts and potential impressions. The company is now able to sift through less important data and isolate areas where their strategy works. Focused measurement of brand and reputation drivers enables the communications team to specifically target areas where they can increase their share of voice against competitors.
The company is able to augment the work of its PR agency with the newly available metrics, which proves invaluable when an unprecedented PR crisis occurs. Click here to read the case study and learn how the company was able to use their new approach to combat the crisis: Extracting Actionable Insights from Complex Communications Data.