2. Define Your PR Objectives and Metrics
Consider what you want to achieve, whether it's increased brand visibility, improving public sentiment, or expanding media reach.
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Enhance brand visibility in target markets.
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Improve sentiment around your brand (positive/neutral/negative).
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Increase share of voice against competitors.
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Maximize media reach and presence in top-tier publications.
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Measure the effectiveness of specific PR campaigns.
3. Set Up Media Monitoring Searches
4. Evaluate Media & Campaign Coverage & Effectiveness
Use the Explore and Analyze Dashboards features to visualize the volume and trends of your media mentions. Key factors to evaluate include Total Mentions, Sentiment Analysis, Top Outlets and Journalists, and Geographic Reach.
5. Competitor Benchmarking
Set up media monitoring searches for your competitors and perform a Share of Voice (SOV) analysis. This will help you understand how much of the media space your brand occupies compared to others in your industry.
6. Journalist Impact
Identify top journalists who drive the most visibility for your brand in both Explore and Media Relations.
7. Assess Crisis or Negative PR
Set up alerts to track any crises or negative media coverage. Review the tone and type of outlets that covered these stories.
8. PR Insights Business Alignment & Recommendations
Connect your PR efforts to broader business goals. Meltwater’s platform allows you to correlate media coverage with business outcomes like website traffic, lead generation, or customer engagement.
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