When it comes to media measurement, many companies these days confuse the simple process of media monitoring with the goal-oriented and methodical process of media measurement.
As a standalone tool, media monitoring provides little value if utilized as the only “measurement technique.” Media measurement supported by media monitoring, on the other hand, helps you monitor, benchmark, and analyze your company’s media coverage to ensure that it is fair and accurate, occurs on a regular basis, and is in line with your overall communications strategy. To be able to derive that from your monitored media, it is important to ensure that your measurement roadmap is a) aligned with your business objectives, b) has broad communications goals, c) supported by specific objectives that are realistic and achievable, and occur during a specific timeframe.
Defining your communications goals and objectives is a time- and effort-consuming endeavor, and should take into consideration your overall strategy, your audience, and your desired outcome. At the end of the day, however, it is the specifics of your effort that allow you to see whether or not you have accomplished what you set out to accomplish. If, after completing the full cycle, you realize that your program did not reach those objectives, then you should revisit your goals and objectives and identify the areas that need improvement. Your evaluation effort should be an ongoing and continuous study of your communications programs, and not just a retroactive narrative of your past coverage. The important thing to keep in mind is that your measurement program is not set in stone, but rather, is a living and breathing document that changes as your needs change, and requires a long-term commitment and investment in order to ultimately change perceptions, attitudes, and behaviors.
Lusine Kodagolian is a Media Consultant at Dow Jones
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WSJ.com recently launched a cool, interactive graphic that shows how the media coverage of top Japanese executives wax and wane over time. Powered by Dow Jones Insight and edited by the WSJ team, the graphic links to bios of executives and a list of news stories that are driving the coverage.
Diane Thieke is marketing director at Dow Jones.Read Full Post | Make a Comment ( None so far )
It has been a long day. You’ve spent hours on the phone speaking to a new journalist, explaining what your organization does and its place in the industry, edited a byline for publication in your biggest trade journal, sat in on your CMO’s interview with the Big Local Paper, and circulated the review of your company’s new product to all of the senior executives. You’re just about to leave for the day, happy with your success, when your CEO knocks on the door. Great work, he says, but what does it all mean? Can you quantify it for me?
For those looking to get beyond the clip book, here are five must-have metrics that will get your measurement programs started, whether you’re benchmarking your program or evaluating a single campaign. But beware: they might just get your CEO asking for more.
- Media Share of Voice. This metric allows you to benchmark your media relations programs against those of your key competitors and understand how awareness of your brand stacks up. A bedrock of competitive media performance, it is purely quantitative and is determined by the raw number of article mentions for a competitive set of companies.
- Volume Trend. This measures the frequency of your company’s mentions in the media over time, enabling you to identify whether specific campaigns or announcements had an impact on your organization’s awareness. Also a quantitative measure, it is calculated by measuring the number of mentions on each day over a specified time period (e.g. a month or a quarter).
- Issue Volume Analysis. This metric demonstrates which subjects, issues, products, brands or technologies are driving industry debate and provide a key measure of performance. It can help you test current messaging and positioning strategies, and help determine which trends may influence the market in the future.
- Favorability or Sentiment Analysis. This qualitative metric evaluates the frequency of positive, negative and neutral mentions in the media. It can help you assess the level of interest in your brand or campaign and the believability of messaging points.
- Leading Journalists. This metric ranks the journalists or bloggers who are writing the most frequently about your brand or topic. With it, you can identify both new contacts and focus on those who give you the most press.
Diane Thieke is Marketing Director at Dow Jones.Read Full Post | Make a Comment ( None so far )
It is no surprise that the future of nuclear power is on top of the news agenda in many countries as part of the aftermath of the Fukushima incident. You also might have expected that companies related to nuclear power like Areva, GE-Hitachi or Toshiba are flooded with negative press.
But what might be a surprise is that renewable energy didn’t benefit much from this crisis in terms of an increase of discussions in the media. What was also rather unexpected is the fact that some media – especially in the Middle East – still spoke rather positively about nuclear energy after the recent crisis.
The Power Of Newswires: Understanding The Media Landscape
Another interesting aspect of our study: Newswires have been the most reliable original traditional media source during Japan’s nuclear crisis.
The Tepco Case – Jeopardizing Japan’s Food Industry
As far as the operator of the Fukushima power plants, Tokyo Electric Power Company (Tepco), are concerned, traditional media are paying the most attention, although there are also many discussions taking place in blogs and forums. For a crisis of this extent, it should be expected that the disaster-ridden news coverage about Tepco has been almost entirely negative.
However, the unfavourable press is not limited to (nuclear) power generation and distribution. In fact, Tepco seems have become connected to major industrial issues in Japan and worldwide; from food and goods contamination to the dive of Japan’s whole export-drive economy. This is certainly a warning signal to any company to consider crisis scenarios beyond their direct line of business.
Holistic Crisis Management – To Be Prepared Is Everything
As said by Shakespeare: To be prepared is everything. For communicators, this means that crisis scenario planing should be done with the utmost holistic approach.
Georg Ackermann is the team leader of the Dow Jones Media Lab in Singapore. Lars Voedisch is a media consultant covering the Asia-Pacific region.Read Full Post | Make a Comment ( None so far )
Dow Jones Insight Analysis Ranks Coverage of Large Agencies Across The Region
How effective are the region’s leading public relations firms at promoting and managing their own brands? Using the Dow Jones Insight media analysis tool, Dow Jones measured the media coverage of the world’s public relations firms, compiling a list of the large firms that generated the most media attention in Asia Pacific for the past 12 month of April 2010 to March 2011. Of the firms examined in the region, Burson-Marsteller, Hill & Knowlton and Ogilvy PR drew top media coverage volumes. This analysis measured large PR firms’ coverage in traditional media outlets.
Interestingly, out of these top three only Ogilvy got awarded by The Holmes Report’s recent Agency-of-the-Year ranking – in the “Digital Consultancy of the Year” category.
Asia Top Three: Burson Marsteller, Hill & Knowlton and Ogilvy
Dow Jones designated firms with more than $50 million in annual fee income as large. For this first-of-its-kind analysis, Dow Jones Insight compared English media coverage for the key Asia Pacific markets Australia, Hong Kong, China, Taiwan, Japan, Korea, India, Singapore, Malaysia in the past 12 months. Solely negative, issue-related media coverage was excluded.
Lars Voedisch is a media consultant based in Singapore.Read Full Post | Make a Comment ( 5 so far )
The buzz around the royal wedding is in full force, with traditional and social media outlets around the world writing, posting, blogging and tweeting all the latest news about William and Kate. We wanted to see exactly what the coverage looks like, so our Media Consultants used Dow Jones Insight to take an in-depth look into the media around the prestigious event. Click here to read the Official Royal Wedding Report: Part One brought to you by Dow Jones Insight. For a quick view, we put together some interesting charts for our loyal readers below. Be sure to circle back post-wedding for Part Two to see what captured the most interest during the wedding and what issues pop up next for the royal couple.
Thoughts focus on the royal family and attendees, and where to tune in for coverage on the wedding.
While the media has steadily reported on the royal family over the last several weeks, the absence of Princess Diana has clearly attracted increased attention and will likely continue to be an overwhelming topic post-wedding as comparisons of Kate’s future to Diana’s past will be on the minds of many observers.
Mentions of YouTube as it relates to the royal wedding jumped nearly 1200% in a week, with reports on the BBC providing a feed of the wedding on YouTube, and T-Mobile’s royal wedding spoof ad going viral. YouTube, Facebook and CNN were also among the most active topics to pop up in the last week as reports provided updates on where to go for the latest wedding information and day-of-the-event coverage.
With the recent release of the guest list, scrutiny over the attendants and the absent gained traction, with Elton John and David Beckham generating 600% more coverage from the previous week, and Prime Minister David Cameron increasing by 76%. Rowan Atkinson was a surprise guest for many in the media, spiking up by over 1500%.
Analysis by Emi Nakatsugawa, Media Consultant at Dow Jones. email@example.com
This week, a couple of us got to talking about the recent New York and London Fashion Weeks. And we wondered: who got the most buzz? We did a bit of research and number crunching and the results were really interesting! We decided to put together this little Prezi and share what we found. Hope you enjoy it. Let us know what you think. Check it out in full screen for best viewing, then click autoplay.
Diane Thieke, @thiekeds, is Marketing Director at Dow Jones, based in Princeton, NJ. Data crunching provided by Damien DuPont, report writer based in New York. Follow us at @dowjonesinsight.Read Full Post | Make a Comment ( None so far )
Three main topics dominated coverage of the Arctic exploration in the second half of January: the deal between BP and Rosneft, Nordic pact and northern mini-NATO, and diminishing role of Canada in the region.
The deal between BP and Rosneft caused an increase in media interest in Arctic exploration. The New York Times suggested that the Arctic exploration is likely to reinforce Russia’s dominance of the global natural gas industry and informed that THK-BP announced that the Russian private partners were not consulted about the Arctic exploration agreement. Analysts believe that support of the Russian state of the deal “should help reduce [BP’s] risk in Russia… but BP’s elaborate maneuvering could collapse at some point” (19/01).
The British Sunday newspapers closely followed the possibilities of oil production in Arctic. They covered the BP-Rosneft deal favourably despite the risks mentioned by BP executives. The Sunday Times quoted David Peattie, BP’s head of Russia as saying that “it is an experiment the rest of the industry will be watching with interest. If the region is as good as we think, this could be another North Sea” (16/01). Chris Weaver, chief strategist with UralSib Financial Corporation in Moscow, commented in his blog that the results of the exploration will be decisive for the future of the Arctic region: “Disappointing results will cool enthusiasm for exploration in the Arctic and give the environmentalist lobby a breathing space. Results that confirm the existence of a large volume of energy riches will trigger an energy race” (www.russiaotherpointsofview.com: 14/01).
Opinion influencers also welcomed recent growth of activities in the region. The Daily Telegraph published an Op/Ed by Roger Howard, the author of ‘The Arctic Gold Rush: The New Race for Tomorrow’s Natural Resources’. He believes that “Russia’s deal with BP offers a model for how to best exploit scarce resources. Besides commercial cooperation, there are other joint ventures in the Arctic that could tap this self-interest to help foster international harmony. Russia and NATO could work together to confront the mutual challenges in the waters of the Northeast Passage that runs along Russia’s northern coasts” (16/01).
The Canadian press renewed its interest to the Arctic region due to reports that the Howard government put on hold its search for bidders to operate and maintain the chain of early-warning radars that guards against foreign incursions into Canadian and U.S. airspace in the Far North. The media criticized the authorities for not doing enough to upgrade its search and rescue capabilities in the region. Some experts expressed concern that “Russia’s bullish approach to Arctic oil stands to suck away [Canadian] talent. (The Globe and mail: 18/01).
View this article in the Russian language.
Elena Sokolova is a Media Consultant with Dow Jones, based in London, UK.Read Full Post | Make a Comment ( None so far )
Cделка между ВР и “Роснефтью” повлияла на рост интереса англоязычной прессы к Арктике. The New York Times (19/01) констатирует, что разработка арктического шельфа может значительно укрепить позиции России на мировом рынке газа, а также информирует о том, что ТНК-ВР заявила, что с представителями компании не были проведены консультации о разработке шельфа в Арктике. Аналитики авторитетного издания полагают, что “поддержка российского правительства значительно снижает риски ВР, но маневрирование ВР может потерпеть крах, а ситуация – усложниться”. Trend
Тема разработки российского арктического шельфа была в центре внимания воскресных выпусков британских ежедневных газет, отнесшихся к сделке достаточно благосклонно, несмотря на очевидные риски, о которых говорили и руководители ВР. По словам Дэвида Питти (David Peattie), главы ВР в России, “это эксперимент, за которым будут с интересом следить все в отрасли… если регион настолько хорош, как мы предполагаем, то он сможет стать еще одним Северным морем” (the Sunday Times: 16/01). С этим согласен и главный стратег “Уралсиб Кэпитал” Крис Уифер (Chris Weafer), написавший в своем блоге, что результаты сотрудничества ВР и “Роснефти” по освоению арктического шельфа будут иметь решающее значение для всей отрасли. Неудовлетворительные результаты “охладят энтузиазм по освоению Арктики и предоставят защитникам окружающей среды передышку, но если результаты подтвердят наличие большого количества энергоносителей, то начнется энергетическая гонка” (www.russiaotherpointsofview.com: 14/01).
По мнению Роджера Ховарда (Roger Howard), автора книги “Арктическая золотая лихорадка: Новая гонка за природными ресурсами” (2009), “сделка России с ВР предполагает бизнес-модель, позволяющую наиболее эффективно использовать ограниченные ресурсы… Кроме коммерческого сотрудничества, совместные операции в Арктике приведут к мировой гармонии, например, Россия и НАТО смогут вместе решать вопросы судоходства в Северо-Восточном проливе вдоль северных берегов России” (the Daily Telegraph: 16/01). Футуролог и один из ведущих специалистов в области социальной политики и иностранных дел Австралии д-р Кит Сатер (Keith Suter) положительно оценивает перспективы исследования Арктики: “Мы смогли достичь безопасной системы для управления Антарктикой – и мы сможем сделать то же самое и в Арктике” (блог Online Opinion: 14/01).
Несколько активизировалось освещение вопросов, связанных с освоением Арктики и в канадской прессе, в связи с известием, что правительство Канады приостановило поиск участников тендера на обслуживание радаров раннего предупреждения против вторжения иностранных разведывательных самолетов в воздушное пространство Канады и США, несмотря на интерес ряда крупнейших корпораций, включая SNC-Lavalin и Raytheon. Аналитики объяснили задержку необходимостью проведения консультаций с представителями коренного населения, которые могут затянуться на месяцы (Ottawa Citizen, the Canadian Press et al.: 14/01). Одна из ведущих канадских газет опубликовала анализ значения сделки между ВР и “Роснефтью” для Канады. Специалист по энергетике Дуг Мэттьюз (Doug Matthews), специализирующийся на вопросах освоения Арктики, полагает, что из-за затишья в разработке арктического шельфа в Канаде может произойти “утечка мозгов” в Россию, поскольку в России профессионалам предложат великолепные финансовые условия (the Globe and Mail: 18/01).
View this post in English.
Elena Sokolova is a Media Consultant with Dow Jones, based in London, UK.Read Full Post | Make a Comment ( None so far )
PR Week recently reported that the job market for PR professionals was rebounding, particularly for senior level positions. This is good news for the profession and job seekers. Looking into the future, what type of skills will senior PR professionals need to succeed in today’s complex communications and business environment?
Martin Murtland, VP and Managing Director, Dow Jones, shared his view with Bulldog Reporter late last month. He sees two skills as being critical: alignment with the business strategy and strong analytical skills. Those with these skills will be “winners” who will drive new metrics designed to measure brand and issues in a much more complicated media landscape.
The article is based on a joint presentation Martin did with Cindy Droog, APR, Senior Public Relations Specialist, at Amway. Their session at PRSA’s International Conference in Washington, DC, looked at new ways to measure brand and reputation, including velocity and advocacy.
Read the Bulldog article and look at both Martin’s and Cindy’s presentations below, and share with us the new metrics you’re discovering.
Diane Thieke is Marketing Director at Dow Jones.
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