Sample interview questions: How do you measure the impact and reach of media coverage obtained through a PR campaign?
Sample answer:
1. Media Coverage Analysis:
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Track the number of articles, segments, or posts that mention your campaign or client: Use media monitoring tools or manually monitor various media outlets.
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Analyze the type of coverage: Positive, negative, or neutral. Categorize coverage based on sentiment to gauge overall campaign sentiment.
2. Audience Reach and Engagement:
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Monitor website traffic, social media engagement, and app downloads. Use analytics tools to track campaign-related increases in these metrics.
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Measure engagement metrics like likes, comments, shares, and click-through rates to assess audience engagement with the coverage.
3. Brand Awareness and Recall:
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Conduct surveys or polls to assess target audience awareness and recall of your campaign or client. Compare results before and after the campaign to measure the impact.
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Monitor online search trends and mentions to see if the campaign has increased brand-related searches and discussions.
4. Share of Voice and Competitor Analysis:
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Measure the share of voice, which is the percentage of media coverage or online mentions your campaign receives compared to competitors.
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Analyze how your campaign coverage compares … Read full answer