6 questions you should ask when measuring earned media
Your strategy is meaningless if it isn’t grounded in solid reporting on relevant metrics. See this guide on how to build your reports to provide accurate feedback.
When measuring a media strategy, start with the “who.”
As marketers begin to understand why it’s necessary to move away from outdated measurement systems when it comes to earned media, it’s important to develop a robust forward-looking strategy.
First, who should be involved?
Before answering any other questions, consider building a team that will measure the results of your earned media efforts. This might include staff from both marketing and PR functions, as well as executives or any other shareholders who need to be apprised of results.
Some team members might be more involved in the day-to-day campaigns, while others, especially executive managers, can just check-in quarterly. However, no matter how involved the individuals on your team need to be, start out collaborating as a whole.
You might be surprised by the variety of the answers.
Here are six questions to guide your team as you begin drafting a measurement strategy:
1. What is your brand interested in learning about?
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
