TNS Media Intelligence/Cymfony: PR Measurement

PR Measurement

Measuring The Influence of Your PR Effort

PR professionals are under more pressure than ever to demonstrate the contribution of their activities to sales, revenue, and ROI. Closing the gap between a great story placement and business results is challenging. Fortunately, new technologies and techniques are enabling this sophisticated analysis.

At the same time, PR faces a more complicated environment to get their messages to the market. Top bloggers have emerged as influential voices in their own right. Journalists may ignore your press release in favor of an angle picked up in a blog post. Even when you get a great placement, a negative reaction in the blogosphere may turn the story against you.

This new influence dynamic places even more pressure on corporate PR departments to measure results and identify the trends that impact your bottom line. This complex environment demands an understanding of the consumer’s reaction to your message, not just traditional tracking of key message pickup. So TNS Media Intelligence/Cymfony includes consumer-generated media content in its baseline offering.

TNS MI/Cymfony quantifies the amount of coverage as well as provides expert qualitative interpretation of how effectively your message is being picked up in traditional and social media.

TNS MI/Cymfony’s PR Measurement Reports answers questions like:

How is my brand being covered in the media today compared to last quarter and against my competition?

What is the influence of social media on traditional media?

Is my recent PR or viral marketing campaign producing results?

What media outlets are most influential to my customers and prospects?
Who are the most important media influencers?

Choose an Audit for a one-time snapshot

TNS MI/Cymfony’s three month Audit scans a select group of top traditional and consumer-generated media sources to provide a baseline view of your current position in the market.

PR Measurement Reports Capture the Entire Market

With TNS MI/Cymfony’s PR Measurement Reports, you’ll have almost unlimited flexibility to define publications, messages, companies, spokespeople, and brands you want to track. You’ll receive a monthly report on the specific issues and buzz driving media coverage making it easy to demonstrate the impact of PR and marketing efforts.

You can also choose from a broad range of metrics including, the volume of articles or posts, impressions, share of voice, and the tonality of the mentions, giving you a graphical view of your visibility and perception in the media. Comparisons against leading industry benchmarks will give you critical insights into the reputations of your company and your competitors.

In addition, the reports will provide you with a list of the top 25 most influential blogs and consumer-generated media sites. We present these findings along with recommendations on how you can leverage strengths and overcome potential weaknesses.

Customized For Your Needs

Of course, every organization’s needs are unique. TNS MI/Cymfony’s team of experienced analysts will work with you to customize a tracking and measurement strategy for your specific business requirements. As your business needs evolve, your dedicated account manager will make sure these reports continue to provide the valuable data and insights you need. Allow us to design a program just for you.