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Using Media Software to Show ROI on Press Coverage

February 10, 2014 11:41 AM
AJ Bruno: Founder, President

AJ Bruno: Founder, President

AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.


Media Software Essentials

Max Bergen, our head of business development, and I got the chance to meet with a great organization, the American Cancer Society, last week in Atlanta. I’ll say this off the bat, after having probably hundreds, if not thousands of meetings with clients over the past 5 years this meeting was by far one of the most productive.

The reason for that was pretty simple - they had seen everything under the sun when it came to media software tools and knew exactly what they were looking for in a service. They, like many of us, are tired of trying to find a consistent solution to the age-old problem in PR – how did this past month’s worth of press coverage really affect our organization? Impressions, ad value/ad equivalency, Nielsen ratings, earned media vs paid, the list goes on and on with metrics that clients think will show their true ROI on press. The truth is in most cases, any type of reporting that is done on media for an executive team goes right over their heads. I’ve boiled it down to 4 things I think every media report should do and do well.

Keep it simple

Companies that pay for media software tools or agencies to report on their press coverage usually pay lots of money and because of this, the people putting together the reports usually make them super complicated. There is too much data and summarizing and writing to make up for what amounts to confusing information. For example: take a look at the picture below:

Legacy media software

What action items can you draw from a graph like this? We are a big proponent of one graph and one insight, that’s it. The attention span of anyone looking at this will probably be short, and they want to see at a high level the most impactful information first. Great, just show them that. And while you are at it…

Make it look nice

There is no reason that by today’s standards a marketer should deal with something that isn’t visually appealing. That is half the battle. When we give demos of our service, the very first thing everyone says when they look at it is “Wow, this looks great!” No kidding, you’re a marketer or are in public relations, we are making a service for you. Same thing when you need to show a senior level person a report. If the report looks like it was a screenshot from Microsoft Excel 98, you’re already in for a battle to get people to look at it for more than 5 seconds. And while they’re looking at it…

Make it interactive

“Hey we had a 65% increase in coverage in the state of California last month, I wonder why?” What if the person could actually click on the state of California and actually see the coverage that garnered that increase? How great would that be? Of course, it would be great. “Look at that, our competitor had a huge spike last quarter in blog mentions, where did the spike on 11/19 come from, I wish I could have visibility into that date”. Give people the ability to drilldown into the coverage if they so choose to do so. Here is a sample of what one of TrendKite's interactive reports looks like for the Mentions by Location metric (everything is clickable):


Retool for next time

Get feedback from the people reading it. Did they understand what they were looking at? Would they like you to add anything for next time? Do they understand the differences in the metrics and why you might have selected those metrics? Getting better at understanding the metrics your organization cares about is key to helping show ROI.

To conclude, the amount of coverage and data points out there is more than ever these days and finding the right media software tools is important. If you’d like to learn more about any of the above points, feel free to contact us today to learn how TrendKite is helping professionals everywhere use media software to show ROI on press coverage.

AJ Bruno: Founder, President

AJ Bruno: Founder, President

AJ co-founded TrendKite in 2012 and oversees all aspects of the organization’s sales operations.