Getting unbiased measurement of
media coverage in a data report, while informative, is only the beginning
of the media measurement process for many of our clients. They are
choosing to take their analytics to a higher level by regularly receiving
an Executive Report – a succinct, authoritative analysis that
carefully examines the coverage and provides a clear picture of the
potential impact of a client's campaigns and initiatives.
"There is an art, as well as a science, to this level of
reporting," explains Carol Holden, manager of our
MediaMeasurement service. She continues, "What we find
is that once a client becomes accustomed to our Executive
Report services, they rarely go back to doing it
themselves. There
are several reasons for this:
 |
 |
There is a comfort that comes from knowing
that your media coverage is being analyzed
by experts who do this for a living and understand
metrics and can see the story that they tell. |
| |
|
|
| |
|
It is dependable.
Once the fully customized format is set, clients
know they can rely upon us to deliver their report
on time. So, it never becomes one of those
things that "they really have to get to,
but rarely find the time for." |
| |
|
|
| |
|
The Executive
Reports provide more than just data. They offer
a written analysis of your media outreach efforts
and present it in an organized and thoughtful
format that is easily shared with the most senior
executive in the organization, a board of directors
or key constituents. Whether it is used
as is, or components of the report are used to
supplement other material, it provides very useful
insights that are the result of careful human
intelligence. |
| |
|
|
| |
|
Initially,
these reports provide a starting point...an
analysis of your media outreach efforts for
a given period of time and a view of what worked
and what didn't. Ultimately though,
they provide something much more valuable...that
is, a clear direction – because, over
time, comparisons are drawn within the report
itself between past and current initiatives
and a picture starts to develop. It's
liberating. |
| |
|
|
| |
|
Executive Reports save money.
I know that sounds silly to say, but it is true. If you can clearly
see what works and what doesn't, you modify your PR activities and
move much more quickly towards overall and continued success. We've
seen it again and again.
|  |
| |
|
|
|
