Home – 4 Types of Media Intelligence Reports and Why You Need Them

4 Types of Media Intelligence Reports and Why You Need Them

Posted on 11-28-2017 by Alyssa Vorhees

In today’s increasingly complex media landscape, PR and Marketing professionals have their work cut out for them. But managing myriad media channels isn’t the only challenge. As CEOworld Magazine notes, PR is often viewed by the C-suite as “an expensive cost center driven largely by vanity metrics, “fluff” media campaigns, and intangible outcomes disconnected from the business development and sales functions of the organization.” How can you prove the effectiveness—and ongoing value—of your efforts to address your C-suite’s concerns? Media intelligence research and analytics can provide the evidence you need.  

 Deliver Insightful Media Intelligence Reports

 Understanding how your company or brand performs against metrics empowers your PR and marketing initiatives. But unless you monitor and analyze the right media, you can fall short on authentic insights. Here are four types of media intelligence reports you should consider.

  1. Brand Health Report—This report can help you determine how well your brand is performing in the media. It looks at key indicators, including volume and reach of coverage trends, key messaging in coverage and sentiment of coverage. The advantage? In addition to gaining a clear picture of your brand’s overall prominence in the media, you are able to see peaks or valleys in media coverage, how positive or negative that coverage is and what drives the sentiments behind that coverage. This allows to better understand your brand’s media strengths and weaknesses, and opportunities and threats.
  2. Brand Benchmark Analysis—This report can help you establish how your brand compares to competitors. It identifies where you stand out—and where you fall short—among other organizations using trend analysis. It also reveals the quality of your coverage by measuring numerous metrics, such as share of voice, volume and reach of coverage trends, key messaging in coverage, and brand portrayal mapping with sentiment of coverage. Knowing where you stand among competitors enables you to see both opportunities and threats—and take proactive steps to optimize your PR and marketing initiatives for maximum positive impact.
  3. Media Landscape Report—Gone are the days when the media landscape consisted of a select group of media sources. In addition to traditional broadcast and print media, you face a media landscape crowded with more voices across an ever-widening array of channels. Successful navigation of this environment requires insights into what is being said, who is saying it, and where it is being said. In addition to reporting on volume and reach of coverage trends, key messaging in coverage, and coverage sentiment, a Media Landscape Report also identifies top publications and journalists that are relevant to you. As a result, you can focus your pitches on the right publications and journalists—with the right messages—to strengthen your brand’s reach and support the growth metrics your C-suite desires.
  4. Social Media Influencer Landscape Report—Social media may be the ‘upstart’ among more traditional media outlets, but social media exerts a powerful influence. According to research by McKinsey.com, for example, more than 30 percent of consumers are more loyal to brands that have been praised by family, friends, and trusted influencers. A Social Media Influencer Landscape Report reveals key influencers for your brand by vetting them against five elements: relevance, credibility, consistency, engagement, and network. By identifying key influencers and ranking them by media type—web news/blogs, forums, Twitter, and more—you can find the strongest voices for your brand, so that your messages stand out in the crowd.

If the thought of analyzing the daily avalanche of global media to generate these types of reports makes you cringe, you have options. LexisNexis® Media Intelligence Research and Analytics puts the power of media metrics from LexisNexis Newsdesk® and human expertise to work on your behalf. We offer a variety of media intelligence reports—tailored for your brand and your budget—so that you can focus on delivering PR and marketing that elevates your brand, engages your prospects and customers, and achieves the results your C-suite will love. 

3 Ways to Apply This Information Now

  1. Read more posts about media intelligence on this blog.
  2. Explore what LexisNexis® Media Intelligence Research and Analytics offers.
  3. Share this article with your friends and colleagues on LinkedIn to continue the conversation.

Your comment has been posted.   Close
Thank you, your comment requires moderation so it may take a while to appear.   Close