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.
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.
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 firstname.lastname@example.org.