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 )
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 )
It’s easy, I think, to draw conclusions from a quick scan of headlines. Sometimes what we intuit can be right on the money, but other times, a deep look at data can challenge our perceptions. Every day, I give a cursory read of several local and US national papers and web sites, and based on this, my take on the economy has been mixed. There are bright spots and not so bright spots.
Luckily, there are a number of economic indicators that can give me a more accurate read. Yesterday, the Dow Jones Economic Sentiment Indicator hit its highest level since June 2008, up a full two points from last month to 42.3. What’s interesting about this indicator is that it’s calculated by analyzing the economic coverage in 15 major daily newspapers in the U.S., using Dow Jones Insight. This is the same media analysis tool used by Fortune 2000 PR and corporate communications teams to measure their media coverage.
So, rather than simply rely on my own amalgamated view of what the news says, I now have a serious – and more reliable – way to evaluate all the economic news running in these papers (more than I read, actually). Changes I’d often overlook – for example, an increase in boat sales in Chicago – are factored into the indicator.
Neal Lipschutz, senior editor at Dow Jones Newswires, explains how this indicator works on Fox Business.
Diane Thieke is Marketing Director, Dow Jones Solutions for Communicators, based in Princeton, NJ.Read Full Post | Make a Comment ( None so far )