Analytics & Research
Proving The Concept
Analytics and research are fundamental building blocks for any campaign. Research allows us to target the correct journalists, identify social influencers and anticipate how an issue will develop in the media. Analytics allow us to measure the effectiveness of our tactics and, if necessary, make adjustments.
As a recent example, large automotive industry company had to announce a recall on a hot-button issue; they were rightly worried because of months-long page one media coverage of unrelated accidents which preceded the planned recall. We identified the universe of journalists who needed the right information, the sources the reporters used, and the key influencers across social media. This research informed our strategies and allowed us to educate on the issue before the company could get wrongly tagged as a bad actor.
Research today means that we aren’t guessing as what to do, we are basing decisions on data and informed opinions.