We strive to make your reports as self-explanatory as possible, and these are some basic premises to bear in mind.
Each data point is made up of your score for the period (based on where it appeared, how prominent it was and how prominent you were within the media item) – Many systems score an article and give each brand that appears in it the same score, which can skew the results.
Precis is more intuitive – if you own the piece you get the lion’s share of the score.
The higher the score, the more ‘noise’ you generated and an increased likelihood that people would be exposed to it.
Each bar shows whether the ‘noise’ around your brand was favourable or critical, and what specific aspects attracted these comments.
Facts and figures are provided in companion tables to allow easy comparison to other brands. We start with top level brands but then are able to zoom in on all the products that feed into the brand score. Then for each product we can delve into the granular details that highlight strengths and weaknesses such as correlation between PR communications and attitudes. Frequently there are key movements in a brand’s profile amongst consumers that cannot be attributed to paid-for activity. By accurately evaluating non-paid-for media presence and content for clients and their competitors we can isolate those metrics moved more effectively by PR.
This assessment of total communication, which is possible due to our connection with Millward Brown and their brand and advertising tracking strength, helps clients target these specific messages using the most effective vehicle.