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.
Creative Arts, Film, TV and Publishing
Impact Evaluation provides media evaluation, content and audience research for the creative arts, film, TV and publishing sectors. Our location at Pinewood Film Studios puts us at the heart of the UK film and TV business. Recent and current clients include:
- Arts Council England
- Future Publishing
- UK Film Council
and other clients covered by confidentiality agreements.
Corporate, Brand & Retail Communications
Impact Evaluation has worked with some of the largest commercial organisations in the UK and abroad, analysing the coverage and reputations of both the corporate image and individual brands. Recent and current clients include:
- ASDA
- Barclays
- Future Publishing
- Institute of Grocery Distribution
- Kimberley-Clark
- Masterlease
- Nationwide Building Society
- P&O
- Polestar
- RAC
- Tesco
- Wilkinsons
and other clients covered by confidentiality agreements.
Government agencies & local government
For many organisations in the public sector, accountability and communication are immensely important. Impact Evaluation works with many organisations in the public sector, analysing the amount and favourability of their coverage.
Current and former clients in these categories include:
- Arts Council England
- British Army
- Disability Rights Commission
- European Union Health Education
- Hackney Borough Council
- Higher Education Funding Council for England (Hefce)
- Office for Fair Access (OFFA)
- UK Film Council
and other clients covered by confidentiality agreements.
Education
Reputation is essential in the education sector, whether it is in the competition for student recruitment, the achievement of research funding or extending access. Impact Evaluation has a deep understanding of the issues in education, working both for individual educational establishments and for public bodies in the sector.
Current and recent clients include:
- Higher Education Funding Council (Hefce)
- London Business School
- Office for Fair Access (OFFA)
- Queen Mary College, University of London
- University College London
- University of Bedfordshire
- University of Birmingham
- University of Southampton
- University of Warwick
and other clients covered by confidentiality agreements.
Impact Evaluation has recently launched a lower-cost omnibus research project for universities, published monthly. For more information, contact us here.
PR & Management Consultancies
Media evaluation is an effective tool to measure a brand or organisations performance in the terms of media coverage achieved - not just the quantity but the quality aspects such as favourability and key messages communicated.
Selected messages & issues (perscriptive) analysis gives independent evidence of your success with your chosen key messages and highlights any areas of the media that may need additional attention or initiatives.
Identifying messages & issues (open) analysis can be extremely valuable to a consultancy when pitching for new tasks or undertaking new projects for existing clients. You'll go to the presentation armed with an in-depth knowledge of the client's current positioning and the issues that the organisation is facing, using data produced by an independent and objective source. It also gives you a benchmark so that, once you've won the business, you can demonstrate your success by running a comparative analysis project at a later date.
When you are pitching or re-pitching for business, Impact Evaluation can provide additional insights for PR Planning providing a complete briefing on the communication issues in the sector, the market background and the competitive context. We can also conduct surveys amongst key journalists in the relevant media. See Audience research . All inputs which will set you apart from the competition in that pitch situation.
We can provide in-house training for consultancies on all aspects of media training, media evaluation, audience research and communication return on investment. If you prefer to keep your evaluation in-house we have a web based product for you.
