Earned Media Tools
The tool we use to find press release metrics
Cision
The metric Cision gives you to track visibility on a press release
Reach
What is the baseline metric for showing potential audience?
Impressions
Why measure against an expanded suite of metrics?
For increased accuracy
The tool we use to track broadcast coverage
Critical Mention
How long it takes press release data to load in Cision?
24 hours
What metric could be customized to track broadcast vs. online vs. print coverage?
Coverage Type
When do you determine campaign KPIs?
Before the campaign launches
The tab to click to access press release metrics on Cision
Impact
Give two examples of demographics you can get through Cision
Age, gender, income, wealth decile
Give two examples of sentiment you can track for an earned media campaign
General Brand Sentiment, Campaign Specific Sentiment, CEO or Executive Sentiment, or Statement Sentiment
What background/objective information should you have prior to putting out a press release?
Target audience goals
Three tools in our suite of technologies to track earned media coverage
Quid, Meltwater, Newsdesk, or Critical Mention
Give an example of firmographic data you can get through Cision
Company size, industry, or job level
What does message pull-through help you track?
The efficacy of your communications tactics (e.g. how well the info in your pitch "worked")
Moving beyond the actual placement, what are we measuring when we share earned media recaps?
The hours spent on media list building, pitch writing, outreach and more
The easiest way to get bulk data from SimilarWeb
The API Dashboard
Give two examples of household demographics you can get through Cision
Number of Children, Age of Children, Family Role,
How do you calculate social media shareability?
Use Brandwatch to track earned media URLs and Headlines
What was invented in 2000 that prompted the need for our field to measure past impressions?