Case Studies: Justifying PR Budgets to Maintain Brand Leadership

Situation:

A world leader in silicon innovation and processor technologies was faced with increasing competitive media activity across a number of mature markets. They sought a means to convince senior management of the need for additional investment in PR resources and activities to maintain and enhance brand and thought leadership.

Solution:

Report International created an international media analysis program with highly specific and granular quantitative performance metrics. Among the metrics tracked for the major EMEA markets were performance across all coverage, all product v corporate coverage and movement in coverage of four distinct product areas. Metrics also showed share of voice and sentiment across target product groups within each product area, calculated against client-determined actual, and stretch targets. As management performance bonuses were based upon these metrics, the client needed total reassurance that the data was as accurate, consistent and reliable as possible.

Benefit:

The company’s PR management were able to demonstrate clearly to the Executive Management Board a quantified measure of the scale of the competitive landscape. The quantitative evidence gave the Board the confidence to sanction additional budget funds for the PR team, with the assurance that the media analysis program would also provide quantitative evidence of ongoing future improvement in the PR team’s KPI’s.