Understand Traditional Media Analysis
Media impact and influence tracking allows clients to evaluate either on an ongoing basis or post-event both the Media Impact and the Media Influence of their PR efforts. Each individual piece of coverage is analyzed along a set criteria to assess individual coverage impact and influence.
Your media Impact is defined as the editorial impact of the relevant section of the editorial from an editor's perspective.
Coverage can be classified into one of the following 2 categories
- Prime: Company / Brand in headline / first sentence in first Paragraph / Logo / Pictorial / Heavy Branding
- Passing: Passing reference to company / brand usually in a context not associated about the company / industry
Your media Influence is defined as the editorial influence of the relevant section of the editorial from an editor's perspective.
Coverage can be classified into one of the following 3 categories
- Positive: Positive tone about the company or its products
- Neutral: Balanced coverage with Neutral tone or both Positive & Negative tones balancing each other
- Negative: Negative tone about the company or its products
It is also important to understand Volume Analysis. It allows clients to evaluate where the volume of coverage is emanating from in greater detail, to allow for PR follow-ups and to assess and plan for the next campaign. Your Coverage Area is defined as the total measure of editorial and pictures / logos in Square CM. Media Value Analysis allows clients to ensure that they are getting value for money for their PR. Advertising Value Equivalent (AVE) offers this measure for PR success. However, in itself this value is not a true reflection of real media value of the editorial, as it does not take factors such as Impact and Influence into consideration. That’s why it is important to develop a rating analysis, which provides a combined measure of your media Influence and Impact of the company/ organisation expressed as a numerical rating. So, it is ideal to use Media Value Ratings i.e. Impact and Influence * AVE to get a truer reflection of the real media value. *You can calculate your Impact and Influence value (MVR) by Impact (Prime+Significant-Passing) + Influence (Positive+ Neutral-Negative)* Readership.
It also useful to understand Competitive Share of Voice Analysis as it enables you to compare your media coverage with that of your competitors. The analysis outlines in both percentage terms and the actual volume of all editorial coverage for each competitor. It will help you to understand media metrics and accordingly plan your PR activity when and as it is required.
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