What we do
We analyse the most important thing to your organisation - its reputation. Impact can help you understand what people say, think and feel about your company or its brands.
Media Evaluation
“You can only manage what you can measure.”
J Alfred McKinsey
Questions you might want answers to:
- How often is our organisation mentioned in the media?
- Are our key messages coming across?
- How much of the coverage is favourable?
- How are we doing against the competition?
- Are we getting coverage because of proactive or reactive PR?
We can analyse this for you and give you a report with lots of interesting charts - either after a big campaign (e.g. an event or product launch) or on an ongoing basis (monthly, quarterly or annually). In addition to the charts, our reports contain commentary co-authored by specialists in your industry or media experts.
Our self-imposed golden rule is that our reports should always contain what we call ‘actionable insight’ - in other words give you something that will make a difference and help you make more informed decisions.
We have extensive expertise working for companies and organisations in many areas, including: Creative Arts, Film, TV and Publishing; Corporate, Brand & Retail; Government Agencies, Local Government and Charities; Education; and PR Consultancies.
Blogs and Online
You may know what journalists are saying about you but do you know what is being said online and in blogs?
‘Citizen journalism’ and blogs are becoming increasingly important and are often the source of breaking news stories.
Tracking blogs and responding to them is now an essential part of a PR professional’s role. However a typical brand can receive hundreds of blog references per day, more than any brand manager or PR account exec has the time or patience to read. In truth, most blogs are of little interest, but occasionally you find a ticking time-bomb of a news story.
Impact with our BlogWise service sifts through all the blogs and provides our clients with an immediate alert of what is important or of interest. We also analyse the blogging and online activity around your organisation on key issues and compare it with that of your competitors.
If you would like to know more, please contact us.
Reputation & Audience Research
Insight into audience impact
Media evaluation tells you what media coverage you have achieved but not what your key audience has taken away from it. We undertake audience research to learn what people actually think and feel about your organisation.
We conduct research with: journalists, opinion leaders, investors, users, and stakeholders.
With over 20 years experience our people are skilled at specifying and conducting research that will analyse audience impact to give you the insight to help you refine your communications strategy. We use all the research tools available including in-depth face-to-fase interviews, focus groups, journalist interviews, telephone research and online questionnaires.
Impact of Creative Content Research
This is the era of the “YouTube Generation” and video content on the web is becoming increasingly important. We use the theatre facility here at Pinewood Film Studios to show people ads, speeches, corporate presentations or other video content and assess their response to every second of it.
We also test creative content of films, tv and websites – sometimes for fine-tuning purposes but more often to inform positioning – especially through PR and online.
Training & Workshops
Impact runs regular events that provide PR and communications professionals with the tools that help them to make the very best use of media intelligence.
Our workshops offer delegates an opportunity to explore the best ways of specifying and using media analysis all within a one-day session.
Alternatively, we can deliver tailored in-house training for communication teams or agencies on: agency management, creative thinking techniques, media training for those appearing on TV or radio, media evaluation techniques, the use of research, and return on investment evaluation.
Recent projects include working with the British Army media spokespersons prior to posting in Iraq and Afghanistan.
If you are interested in an all-day workshops either at one of our events or in-house please contact us.
ROI Consultancy
We provide return on investment (ROI) consultancy related to all areas of communication and PR, including evaluation of sponsorship opportunities and performance.
In 2007 we undertook a consultancy project for the European Union on the most cost effective way of running a pan-European health education campaign on the dangers of over-exposure to the sun. We were required to provide analysis of media options comparing the cost effectiveness of PR and advertising.
PR Planning Support
If you are pitching for business we can provide additional insights into the PR Planning process by providing a complete briefing on communications issues in any given sector.
