Media Evaluation Research supports PR agencies. Any media insight service for this sector needs to be flexible and bespoke to their many varied needs.
“Independent measurement of the impact and message cut-through of our campaigns is core to our proposition. Media Evaluation Research are a key partner for us, helping take the guesswork out of assessing what is and isn’t working. We’re always impressed with their cost effective and fast turnaround on reports.”
Gareth Thomas, founder, Capella PR
The media evaluation consultant's role is vital from collecting the media exposure to presenting the results.
These include the ability to provide advice on objectives and goal setting, onto intermediate updates. Many PR agencies only bring in measurement help after this point.
Case Study:
A leading UK fashion retailer bought in Media Evaluation Research to compare the season's exposure to their key competitors.
The analysis considered where the coverage featured, shopping pages, fashion shoots or news clips. Other elements of comparison included the type of garment featured and online and offline bias.
A detailed analysis of the social media coverage for the brand and its competitors was undertaken first to verify sentiment. The media branding was also explored. This established the competitor's propensity for verbal, visual and text branding.