Evaluating Press Coverage
We all recognise that press coverage drives awareness, shapes trust, and influences behaviour. It also feeds into Google and AI-generated search results, helping to put you right at the top.
Having worked on many successful PR campaigns, one of the trickiest parts is valuing what they achieved beyond the numbers. It’s satisfying to secure standout coverage, from reaching millions of people for our RHS Chelsea Flower Show clients to getting in front of a local rural farming audience for 36 consecutive months with a 1000-word feature each time.
But measuring outcomes rather than just outputs is where things get more complex. Here we share the approach we take with clients who want help with press coverage.
Let’s start with what traditional metrics show. Reach (unique browsers), impressions, share of voice (SOV), and sentiment analysis (positive, negative, neutral) all give a surface view. But we think they can raise more questions than they answer. For instance what would a reader, viewer or listener recall? Did this lead them to want to find out more, share it with their network, or dispel a misunderstanding about your position on an issue?
We like to start every press coverage brief by getting into the detail of what you want it to achieve. Is it more room bookings, to promote a service, to be known as experts in a field, to raise funds for a cause, build credibility and trust, or improve SEO? From there, we take a deeper look at what’s needed to achieve that aim:
- Right channels: are there more effective platforms – like social media – to tell your story?
- Audience fit: does your story align with the media outlet and its readers?
- Clear calls to action: can people easily act (visit a webpage, download a pack, or watch a short video that guides them further)?
- Strong assets: are there quality press images (distinct from product shots)? Spokespeople ready for interview? case studies or stats to support your story?
- Return on effort: is the time and energy invested worth the outcome? Did you achieve your aim(s)?Did readers respond in the way you wanted them to?
If you’d like to chat more about this or share your thoughts, feel free to get in touch: emma@tenstories.co.uk
