• Français
Posted on July 27, 2022
in Measurement

Results through data storytelling

As communication professionals, we understand the importance of storytelling. However when it comes to measurement “as the excellent storytellers we are, we need to author the story, speaking to outcomes in a way that resonates with the audience” Carol Levine, APR, Fellow CPRS, co-founder and CEO of energi PR notes in a recent article in Forbes, “Understanding The Value Of PR.” She adds “some colorful charts and graphs also can’t hurt.”

The story that your coverage data are telling you is critical to the measurement of past campaigns but is even more important for applying lessons learned to future campaigns.

Telling a story with data doesn’t simply mean you need to include charts or build an infographic. Your data contains a narrative…and it’s up to you to uncover it.

THE NARRATIVE WITHIN THE DATA

The importance of a narrative is that it explains what is going on within the data set. It offers context and meaning, relevance and clarity. A narrative makes sense of the journey that your campaign took as the pickup of your coverage rises and falls. What better way to help the stakeholders see the who, what, when, where and why of your coverage to consider when allocating resources for the next campaign.

MRP Chart and Graph
Above: MRP includes a chart feature that illustrates reach and quantity by media, location, and published date.

INTERACTIVE CHARTS AND MAPS

Fifth Story clients receive their campaign coverage in MRP, the Media Ratings Points system dashboard, where they can view results in a table as well as graphically through the charts and graphs feature.

The heat map feature in particular, allows clients the ability to visualize the impact of their program reach across Canada and how various mediums like articles versus radio compare in coverage. Insights from this visual medium have helped build case studies for clients on the benefits of including multiple mediums in their outreach where radio has extended coverage in places not reached by community papers.

Pictured above: Heat map of article coverage.
Pictured above: Heat map of coverage with radio stations.

To learn more about this interactive tool, click here to view a video demonstration. To learn more about MRP and how it can help you measure your communications efforts contact us at info@mrpdata.com.

Share on facebook
Share on twitter
Share on linkedin
Measurement

Improve your writing by using trusted sources

4 January 2023

Despite what some might say, facts matter. If you inadvertently publish inaccurate information, it may tarnish your reputation as a reliable resource. Which is why

Read More »

6 ways to improve your content marketing strategy in 2023

9 December 2022

You know you need to communicate with your audience. But do you know sure ways for how to reach them? See our proposed tips below

Read More »

How to improve your writing – don’t believe the myth of multitasking

30 October 2022

In our culture, the ability to multitask is often worn as a badge of honour. Picture the heroic manager who can lead a virtual meeting

Read More »

LIKE WHAT YOU'RE READING?
SUBSCRIBE TO #CONTENTTALKS NEWSLETTER.

Want to learn more about how we can guarantee results for you content?

GET IN TOUCH

CORPORATE OFFICE

TORONTO

920 Yonge St., Suite 509
Toronto, ON M4W 3C7
e. info@fifthstory.com
t. 416.599.9900

OTTAWA

613.241.9900

REST OF CANADA

1.888.855.6397

Agency5s, Fifth Story, News Canada, L'edition Nouvelles and News North America are either registered trademarks or trademarks of News Canada Inc.

All rights reserved. | Privacy Policy | Accessibility

Facebook-f Instagram Linkedin-in Twitter

Agency5s, Fifth Story, News Canada, L'edition Nouvelles and News North America are either registered trademarks or trademarks of News Canada Inc.

All rights reserved. | Privacy Policy | Accessibility

Visit our creative solutions agencyAgency 5sVisitez notre agence de solutions créatives

  • home
  • Capabilities
  • Work
  • Blog
  • MRP
  • Contact
  • English
    • Français
Menu
  • home
  • Capabilities
  • Work
  • Blog
  • MRP
  • Contact
  • English
    • Français