Measuring Media Relations Success
By Keagan Perlette
Getting media coverage for your cause takes time and resources, so it’s important to figure out if all your efforts are actually paying off. Measuring media relations helps you understand how media coverage and the buzz it generates is influencing your organization’s success.
Effectively measuring the success of your media relations strategy can include:
Here are the metrics organizations should pay attention to when measuring media relations and five tips for how to measure media coverage.
Effectively measuring the success of your media relations strategy can include:
- Assessing the influence and reach of the media outlets that run your story.
- Determining how prominently your coverage has been featured.
- Looking at how well your key messages are represented by the media.
- Tracking how the public responds to your media coverage.
- Analyzing the impact that coverage has had on your organization’s goals.
Here are the metrics organizations should pay attention to when measuring media relations and five tips for how to measure media coverage.
The difference between quantitative and qualitative metrics
When it comes to measuring media relations, quality is often more important than quantity. You want to ensure that high-value information is reaching the right audience to bolster your organization’s reputation and form meaningful connections with supporters.
Quantitative media measurement metrics can reveal how much exposure your campaign received. These include common public relations metrics like number of views or listens, impressions, clicks, and share of voice. Qualitative metrics show the impact coverage is making on your community. These include more intangible results like the response to your coverage and whether the coverage you receive aligns with the values of your organization and your supporters.
Quantitative media measurement metrics can reveal how much exposure your campaign received. These include common public relations metrics like number of views or listens, impressions, clicks, and share of voice. Qualitative metrics show the impact coverage is making on your community. These include more intangible results like the response to your coverage and whether the coverage you receive aligns with the values of your organization and your supporters.
5 questions to ask when measuring media relations
1. What's the quality of the media outlet's reach?
Conduct audience analysis to find out which media outlets supporters are likely to turn to for trusted reporting. Then, determine how effective a media outlet’s reach is by considering its authority and influence specifically among your target audience. Reach is one of the key public relations metrics. Consider creating a media coverage report that includes each outlet’s distribution metrics like how many people watch, read, or listen to its content and what percentage of those people are in your target audience.
2. Is your organization well represented?
Consider how prominently your story is featured in the media outlet. Is your cause part of a roundup or listicle, or has it earned a place in the day’s top headlines? Within the article or broadcast spot, was your organization mentioned by name? Were your organization’s spokespeople quoted in a memorable way? Keep track of how well outlets are showcasing your cause.
3. Are your key messages being communicated?
Measuring media relations includes assessing how well journalists and outlets are communicating your story for you. Coverage that reflects your key messaging is more likely to resonate with your target supporters. With a strong pitch, press release, and media relations strategy, you can ensure that media outlets convey your key messages and accurately represent your story.
4. What's the general sentiment of coverage and community?
Once you have an idea of whether your key messages are being communicated effectively, you need to understand the general sentiment surrounding your coverage. Is the response to the coverage (from both the community and commentators, such as other journalists) positive, negative, or neutral? Over time, the sentiment surrounding your media coverage contributes to how supporters view your non-profit’s overarching narrative.
5. Does the coverage help you meet organizational goals?
You can use your own internal public relations metrics to determine the impact coverage has on your organization’s success. Track how media coverage influences leads, conversions, and donations as well as participation, retention, and loyalty. You can also look at how media coverage has supported the social impact of your initiatives.
Conduct audience analysis to find out which media outlets supporters are likely to turn to for trusted reporting. Then, determine how effective a media outlet’s reach is by considering its authority and influence specifically among your target audience. Reach is one of the key public relations metrics. Consider creating a media coverage report that includes each outlet’s distribution metrics like how many people watch, read, or listen to its content and what percentage of those people are in your target audience.
2. Is your organization well represented?
Consider how prominently your story is featured in the media outlet. Is your cause part of a roundup or listicle, or has it earned a place in the day’s top headlines? Within the article or broadcast spot, was your organization mentioned by name? Were your organization’s spokespeople quoted in a memorable way? Keep track of how well outlets are showcasing your cause.
3. Are your key messages being communicated?
Measuring media relations includes assessing how well journalists and outlets are communicating your story for you. Coverage that reflects your key messaging is more likely to resonate with your target supporters. With a strong pitch, press release, and media relations strategy, you can ensure that media outlets convey your key messages and accurately represent your story.
4. What's the general sentiment of coverage and community?
Once you have an idea of whether your key messages are being communicated effectively, you need to understand the general sentiment surrounding your coverage. Is the response to the coverage (from both the community and commentators, such as other journalists) positive, negative, or neutral? Over time, the sentiment surrounding your media coverage contributes to how supporters view your non-profit’s overarching narrative.
5. Does the coverage help you meet organizational goals?
You can use your own internal public relations metrics to determine the impact coverage has on your organization’s success. Track how media coverage influences leads, conversions, and donations as well as participation, retention, and loyalty. You can also look at how media coverage has supported the social impact of your initiatives.
Strengthen your media relations strategy
Earn the media coverage you need to amplify your cause. Perch Communications can help you develop a media relations strategy that gets your story noticed by journalists and media outlets. Get support with everything from messaging development to media training. Book a consultation.
