Blog Monitoring/Blogosphere Monitoring
The blogosphere is a modern, specific media environment, organized by private and corporate blogs and forums. Already, it is becoming more influential and stronger than even the largest newspapers, magazines and TV channels. Millions of independent users, major blog services and forums, minimal censorship (and often complete absence) and free discussion of any issue. The opinion of the blogosphere increasingly influences the most serious political, economic, social processes, and in the long term it is expected only to increase its influence.
Monitoring blogs allows you to solve several important tasks:
o collection of up-to-date, most reliable information about the audience's reaction to the company's activities, its marketing activities and products/services provided;
o quick, fast response to a changed situation;
o Obtaining general information about the situation on the market, the preferences of the audience, the identification of trends and prospects;
o an objective assessment of the activities of competitors, their marketing activities, successes and failures;
o an objective assessment of your own PR activity;
o monitoring of blogs as an important part of the company's crisis communications.
Helps to accurately determine the existing attitude of the audience to the company/brand and place the right accents when changing the communication strategy. Reputational audit allows you to recreate the existing portrait of the company and see how it should change in the future. In addition, reputation audit is a key indicator of the company's activities in the field of public relations.
When conducting a reputation audit, the emotional character of the company/brand is extremely important. A positive or negative view of the company in the media, the quality and tone of the company/brand feedback in the blogosphere, the attitude in the professional community are key factors in determining the company's established reputation.
Reputational audit is not limited to evaluating only the emotional component, other factors are important.
1. Leadership. The leader is more trusted, he is forgiven more, he is more willing to meet and appreciate more - this is the psychology of the consumer. Therefore it is extremely important to find out how widely and authoritatively the company is represented in the media as a market leader.
2. Financial viability. A company that is able to meet its financial obligations causes more confidence in the audience than firms whose financial statements are "limping". The analysis of publications on the financial results of the company will help to find untapped resources of trust and positively influence reputation.
3. Social responsibility. Charitable events, sponsorship of social and sporting events, employee programs and other manifestations of social responsibility throughout the world are considered an important element in building a positive image of the company.
4. Products and services. The company's products and services are its "visiting card". Attitude towards them is an important and sometimes key stage in the formation of the attitude towards the company/brand.
5. Employer company. The company's attitude to its employees is an important characteristic, which largely determines the attitude of the target audience to it.
6. Innovation. Innovation, market orientation, rapid adaptation to changes.
Media Audit/Survey of Journalists
Qualified work with the media is one of the most important criteria for the success of any large company. That is why the evaluation of the competence of PR-services of the company responsible for this line of business is so important. Timely detection of problems in the work of the press service will protect the company from incorrect coverage of its activities in the media and help to make the necessary adjustments in a timely and low-cost manner.
At the moment there are two main ways to determine the effectiveness of the press services. First method: audit of the press service for a certain period, based on such criteria, as:
o number of events carried out;
o number of releases prepared for the press;
o range of contacts with the media (limited methods of interaction);
o number and quality of information guides;
o The quality of press releases and other messages for the media;
o quality of the media base;
o the quality of the archive and the reporting of the press service.
The second way is based on feedback from the primary audience of the press service, namely with journalists and other representatives of mass media - editors, large bloggers. A qualified, accurate, correct interview with journalists will help diagnose the problem and prevent its negative effect.
The work of the press service is evaluated according to the following criteria:
o quality and responsiveness to various types of information and threats;
o availability of information provided by the press service;
o Efficiency of its provision;
o the professionalism of the service and its individual employees;
o openness, friendliness, contactness;
o Creativity in the supply of materials and the general development of information guides.
Based on the results of the audit and a survey of journalists, general recommendations are developed to improve the work of the press service. A list of recommendations is submitted to the customer along with a report on the work of the press service.
Key Performance Indicators (ZfP/ (Key Perfomance Indicators) is an evaluation system that helps to objectively assess the achievement of the company's/brand's tactical and strategic goals. In real time, assess their status, monitor business activity in the media, more accurately implement the company's strategy for a certain period-this is the best way to solve these problems.
With respect to the media environment, a number of key indicators can be identified that determine the success/failure of a PR campaign. First of all, it is:
o share of positive/negative references to the company or its representatives. It is evaluated in dynamics, since comparison with the previous period is important;
o estimate the proportion of key messages. It is necessary to know what percentage of articles in the media is the key message of a PR action, and to separate the results achieved from the emerging "information noise";
o An analysis of the perception of key messages. Was the main purpose of the PR action correctly formulated and does its main idea find a positive response from the audience? The answer to this question can be key;
o work with different types of media. How qualitatively was the medialist composed, on which the PR-action was realized, what percentage of articles was received in the most authoritative
The media, how fully the target audience was covered - these indicators are very important for achieving the objectives;
o branding assessment. The percentage of articles that carry the image of the product, the logo and other visualized attributes of the brand, speaks directly not only about the quality of the PR action, but also about the attractiveness of the image of the brand in a hundred audience.
Depending on the goals and objectives of the company, its strategies, performance indicators may vary.
PR campaign analysis
Evaluation of the effectiveness of marketing investments is an important component of a serious analysis of PR activity. Current practice proves that the expert evaluation of efficiency not only helps determine the success or failure of the campaign - it can often be determined experimentally, but also to find reserves that can improve the returns from similar campaigns in the future. In addition, professional analysis of the PR campaign will help to find weaknesses in the organization and planning, reduce costs while improving efficiency.
The result of the analysis are:
o accurate digital data characterizing the PR campaign;
o information about identified weak places and recommendations for their elimination;
o general and specific recommendations for planning and conducting similar or similar PR campaigns.
The results of PR campaigns are evaluated by various parameters, in particular:
o audience coverage (MediaOutreach). The number of people covered by the advertising message/PR impact planned during the PR campaign is calculated;
o The cost of the advertising equivalent (PR Value, Ad Value, AVE). The cost is calculated based on the cost of advertising space/airtime and is measured in US dollars;
o ROI/Return on Investment. The return on investments invested in a PR campaign is also an important parameter in assessing its effectiveness.
Depending on the characteristics of the campaign, evaluation and analysis on other parameters is also carried out.
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