Case Studies: Resource Prioritization To Maximize PR Impact
The Situation:
A global logistics company needed to assess PR performance against its competitors across a diverse range of geographies within a region including both mature and emerging markets. Each country required a varying competitor set, as well as different messages specific to the individual country. Key metrics required included brand attributes contrasted with competitors, and message performance as well as overall share of ink.
The Solution:
Report International created a nine-country media tracking and analysis program.
This program utilised a consistent methodology across all nine countries, providing genuine like-for-like performance assessment within markets, even where they had varying stages of development. A monthly report for each country provided media metrics relevant to each individual country, plus a roll-up report for the regional team.
In addition to the monthly “push” report, a 24/7 accessible secure dashboard was created , displaying critical key metrics. All authorized PR managers could examine their media performance throughout the month. RI’s client account manager led monthly PR calls to interpret and discuss the results, and to offer guidance and recommendations based on themes, and trends data.
The Benefit:
The regional and local PR managers can easily track and analyze country specific performance by competitor. This allows them to determine how each country is performing against pre-agreed KPI’s. With RI’s unique granular methodology, and ability to drill down into the data, the PR manager could pinpoint journalists and media who were more focused on competitor news stories. The PR manager was also able to flag critical pressure points, which allowed the regional team to prioritize their PR efforts to create maximum impact.
