July 9

Admit It: You Became a PR Pro, Not a Data Cruncher

Let’s be honest – you likely didn’t get into public relations because you were itching to become a full-time data analyst. And the same can be said for the PR agency partners you work with.

Yet, all too often, companies are simply going through the motions when it comes to evaluating their earned media efforts. It’s a box to be checked, rather than a strategic exercise to uncover meaningful insights.

If this media monitoring and reporting process isn’t done with intention and care, the consequences can be significant:

⦿ Frittering away your PR team or agency’s valuable time and talents on tedious data crunching, instead of channeling their skills into more productive, high-impact activities.

⦿ Wasting the money invested in media monitoring platforms, without extracting the true value they can provide.

⦿ Missing out on the kind of valuable business insights that can elevate your PR program and give you a competitive edge.

So, before you dive headfirst into your next media report, take a step back and revisit some fundamental questions:

⦿ Why is your company investing in PR in the first place? What are the overarching business objectives you’re trying to move the needle on?

⦿ Who is your company’s target audience, and where do they consume media? Are you monitoring the right outlets?

⦿ What specific goals are you hoping to achieve through your media monitoring and reporting efforts? How will these insights be used to inform your strategy?

By starting with these basic – yet crucial – considerations, you can transform your media analysis from a dreaded chore into a powerful tool that amplifies the impact of your PR endeavors.

After all, you’re a communications professional, not a data analyst. Your time and talents are better spent crafting compelling stories, forging relationships with influential media, and developing strategies that will truly move the business forward.

So, let’s get you out of the weeds of endless spreadsheets and dashboards, and back to doing what you do best. Contact us if you’d like help to reimagine your media reporting process and unlock the insights that will elevate your PR program to new heights.


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