Are you spending too much on media evaluation?

Some organisations we speak to are spending significant amounts on media monitoring. The cost of daily digest reports and monthly round-ups across multiple teams and markets soon adds up. Not to mention the on-costs of including competitor analysis, as many brands do.

Have you ever stopped to question whether you’re getting value for money from your media monitoring and evaluation? If you’re intent on counting articles and using volume as the starting point for evaluation, you’re probably not getting the strategic insights and consultancy that PR teams need to demonstrate their contribution.

We get that organisations want to know when and where coverage appears. But the obsession with finding every piece of coverage leaves little budget for the important stuff: quantifying which media coverage works.

Whether it’s building brand reputation, raising awareness or moving consumers through the sales funnel, only about 20% of the coverage you achieve makes a difference. The rest is part of the ‘long tail’ that has minimal influence. It won’t move the needle on pushing people to search, visit your website or buy something.  It doesn’t alter perceptions of your brand or amplify the results from your other marketing activities, including advertising.

The challenge is identifying which coverage is effective and which is vanity. At Metricomm, we’ve pioneered a methodology which separates the wheat from the chaff. We are not a media monitoring company. We won’t charge you for finding every word that is ever published about your organisation. Our strategic insights combine media data with other business-focused data sets to reveal when, where and how your media coverage is contributing to desired outcomes.

Is it time to ditch excessive reporting, reduce spend and learn how to harness the power of media coverage?  Get in touch at: hello@metricomm.com or complete the form below. We can help you reduce costs and increase your return on investment.