Why Accuracy of PR Coverage Reporting is Critical

January 22, 2015 Matt Allison: Founder, Chief Strategy Officer

pr coverageAt TrendKite, we are committed to providing our customers with the most accurate, complete and timely media monitoring and analysis possible. Sometimes we talk with PR professionals or agency staff who are not convinced that accurate coverage reporting is essential.  We are sometimes asked why one would invest in advanced monitoring solutions when free or very low-cost, but less precise solutions are available. Well, in PR, like sports, the two most important parts of the game are offense and defense. Let’s look at how the accuracy of PR coverage reporting is critical to both.

Offense

  • Earned Media Opportunities - Securing earned media for your brand is one of the most important responsibilities of a PR professional. Doing so requires identifying authors and publications that are the right fit and effectively pitching your story. Opportunities for earned media come and go quickly, making accurate and timely media monitoring essential to finding and acting upon these chances while they last.
  • Industry Intelligence - Keeping abreast of information that impacts the brand’s industry is essential to effective public relations. PR pros must always be on the lookout for news, events and conversations that will attract the attention of the audience for a particular sector. Complete and up-to-date knowledge of industry driving news is the only path to thought leadership and influencer relationships.
  • PR Impact Reporting - It is not possible to evaluate the impact of your public relations efforts, much less to prove a return on your PR investment, without accurate coverage reporting. Communicating your success to company leaders or clients is necessary to justify continued investment.

Defense

  • React and Respond - Conversations will happen about your brand, industry, competitors and customers with our without your involvement. PR involves more than proactive pitches, it also requires quick response to relevant media, both traditional and social. If a competitor makes a misstep, or attacks you directly, you want to know and respond pronto.
  • Reputation Management - Modern buyers rely more than ever on customer ratings and reviews. They look to peers for recommendations and warnings, making reputation management one of the key functions of today’s public relations teams. Bad reviews can often be turned into good ones if the right people react quickly and resolve the issue for the customer. This is far more difficult to achieve if too much time has passed between the mention and the response.

The digital world is vast and time there moves quickly. The number and variety of media outlets grow every day. Accurate media monitoring is simply not possible without the help of sophisticated technology designed for the purpose. The ability to understand, react, and create media coverage should not be compromised by mediocre monitoring.

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