Expertise
Stakeholder Analysis Reports
Journalist Analysis Reports
Ad-Hoc Reports
Monthly Industry Issues Reports
Quarterly Reputation Reports
Stakeholder Analysis Reports
For our Stakeholder Analysis reports, we monitor social media discussions from numerous sources, including but not limited to Twitter, LinkedIn, Instagram, and Facebook, using a defined list of key voices in the space. Content from these key voices, or influencers, is then analyzed on a monthly or quarterly basis to identify and highlight trends, allowing the communications teams to effectively prepare stakeholder engagement strategies and marketing materials that reflect the needs and concerns of their target audiences. We accomplish this by combining influencer, stakeholder, and topic analysis. On an influencer level, we provide Influencer Score measurements which compare all post volume and engagement metrics among other influencers in a similar stakeholder group, which helps the communications teams understand whose content is most engaging. We then measure how connected influencers are with different stakeholder groups to show their reach and network. Finally, and most importantly, we apply topic-based searches to determine who is truly influential within the space on a specific topic.
Using this approach, we develop a wide range of insights and visuals which informs the client teams on their influencer marketing strategies. For example, analysis of volume and engagement metrics broken down by stakeholder groups and a handful of topics of interest tells the communications teams which topics are relevant to specific groups and how to position their brand messaging to ensure it resonates. Our forward-looking analysis presents the teams with opportunities to focus their efforts. For instance, historical data may show that commentary from a stakeholder group on a new campaign was favorable due to coverage from notable outlets and/or key voices from another stakeholder group. Understanding what made prior campaigns successful informs the client teams on how to prepare for future campaigns. Because we dive deep into the content and focus on a specified set of key voices, our stakeholder analysis reports consistently provide actionable and informative insights that can be adapted to any industry.
Journalist Analysis Reports
Our analytical process for the Journalist reports is finely tuned, allowing us to identify the journalists that write most frequently about the client, the sentiment of those articles, the quarterly volume trend for top authors and, most importantly, the true topical influence of each journalist on social media. In one of our recent reports, we showed that measuring the topical influence of a journalist is more important than whether that journalist is considered influential according to a single metric like follower count. Using our dynamic Influencer Score model, we identify those journalists who actively write about the client and compare their influence among journalists on all topics vs. their influence on client-only content.
Our findings on key journalists are designed to provide high-level insights and recommendations to key decision makers within the client’s various business units on how to most effectively engage with journalists. Occasionally, our recommendations are broad in scope, such as encouraging clients to proactively push positive narratives on innovation when there is a lull in negative news. Frequently, however, they are more specific, recommending separate strategies for identifying journalists with influence on social vs. those with influence in traditional and laying out what those strategies could look like.
Monthly Reports
For our monthly reports, we track how key industry policy issues shape the external media environment, utilizing our historical knowledge of the clients and their competitors to provide data-driven, forward-looking analysis to the government and corporate business units.
Our analysis is geared toward actionable insights, giving key decision makers greater awareness of emerging trends prior to media engagements or helping them see how current events could impact their communications strategy. On a quarterly and yearly basis, we visualize trends in reach and social virality, allowing key decision makers to see which company events or external developments garnered the greatest visibility or traction on social media. Ultimately, our reports have a mutually beneficial relationship with one another, meaning that the insights in the monthly report are strengthened by the competitor landscape and influencer analysis we conduct in the quarterly report and vice versa.
Quarterly Reports
For our quarterly reports, we conduct a comprehensive evaluation of both client and competitor coverage in traditional and social media on everything from performance-related developments to governance-related problems.
Our analysis synthesizes a variety of metrics (e.g., volume, sentiment, messages, reach and social virality) on key stakeholders, journalists, competitors, topical policy issues, offering recommendations for mitigating reputational threats and taking advantage of reputational opportunities. Our insights go beyond the obvious, outlining, for example, a multiplatform strategy for engaging with journalists that frequently and positively cover key topics for the company or an assessment of whether a lawmaker’s questioning of a CEO resonated or not with key audiences.
Our analysis synthesizes a variety of metrics (e.g., volume, sentiment, messages, reach and social virality) on key stakeholders, journalists, competitors, topical policy issues, offering recommendations for mitigating reputational threats and taking advantage of reputational opportunities. Our insights go beyond the obvious, outlining, for example, a multiplatform strategy for engaging with journalists that frequently and positively cover key topics for the company or an assessment of whether a lawmaker’s questioning of a CEO resonated or not with key audiences.
Ad-Hoc Reports
Our ad-hoc reports provide updates on time-sensitive analysis of hot-button issues in traditional and/or social media, with a quick turnaround. The reports can be a standalone analysis or a combination of: influencer analysis on a specific person of interest, a highly visible industry or policy issue, or an unforeseen competitive development.
Our team focuses on providing deep dives into how a hot topic trends over time, the sentiment surrounding the topic among key stakeholder groups, which posts gain the most visibility among different audiences, and who are they key influencers driving the conversation and virality. Most importantly, we provide specific recommendations on how the clients’ PR teams can respond to the issue at hand.
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