Measurement
Measurement is the cornerstone of Bospar’s approach to delivering impactful, data-driven public relations campaigns.
We believe that effective PR goes beyond generating buzz — it creates tangible, measurable outcomes that align with business objectives and elevate brands.
At Bospar, measurement is more than just numbers; it’s about crafting a roadmap for success. We do this by:
- Demonstrating value: Showcasing the return on investment (ROI) of PR efforts with clear, data-driven results.
- Driving business objectives: Aligning campaigns with key business goals to achieve measurable impact.
- Refining strategies: Leveraging real-time data and competitive insights to optimize campaigns dynamically.
- Fostering trust: Building transparency and accountability with clients through robust reporting.
By employing a wide range of metrics and methodologies, we provide a comprehensive view of campaign performance, enabling clients to understand, adapt and succeed in achieving their goals.
A multi-faceted approach to measurement
PR campaigns often aim to achieve diverse objectives — from building brand awareness and shaping perceptions to driving thought leadership or generating business outcomes. Because no single metric can capture this completely, Bospar employs an integrated framework combining qualitative and quantitative data to ensure a holistic understanding of campaign performance.
Tangible outcomes such as lead generation, partnership growth, sales increases or new market penetration clearly demonstrate business value. Metrics like share of voice, media quality and sentiment analysis reflect the effectiveness of positioning and messaging.
At Bospar, measurement is more than just numbers; it’s about crafting a roadmap for success.
Bospar’s approach includes:
- Thought leadership campaigns: Metrics include social media engagement, message pull-through and share of voice (SOV) against competitors.
- Product launches/sales: Showcase media reach, impressions, website traffic and conversion rates to gauge interest and impact.
- Brand awareness efforts: Metrics like sentiment analysis, brand recall and purchase intent help assess long-term impact.
- Showing business value: Highlight lead generation, partnership growth, sales uplift or new market penetration
This muti-layered approach allows us to pinpoint what’s working and where improvements are needed. For example, if a campaign generates widespread media reach but low engagement, we will refine the messaging to better resonate with the audience. Similarly, strong engagement but limited media coverage might suggest the need to adjust targeting or media outreach strategies.
Our comprehensive measurement framework
Bospar’s tailored measurement frameworks are built on clear goals and key performance indicators (KPIs), ensuring campaigns are tracked effectively and optimized for success.
Key metrics we can track:
Media coverage includes the volume, quality and tone (positive or negative) of mentions in earned media. We apply filters to exclude low-value placements like press release pickups or market reports.
Reach & impressions indicate the total audience exposed to PR efforts and the frequency of exposure.
Share of voice (SOV) assesses your brand’s media coverage compared to those mentioning competitors’, demonstrating market positioning and enabling PR to uncover additional areas of opportunity. We track all of the coverage as well as each report’s media reach, sentiment, quality of coverage and backlink inclusion, measuring each company’s share of the industry coverage.
Website traffic & conversions consider traffic spikes, referral analytics and conversion rates tied to PR placements.
Social media engagement rates can demonstrate the level of audience interaction. But we don’t just track vanity metrics such as likes, follower growth or comments. Instead, we look for metrics that demonstrate a true ROI, such as click-through rates or visitor-to-lead conversions.
Sentiment analysis considers how the brand is perceived in media and social conversations.
Earned media value (EMV) can show the dollar value of earned media coverage compared to paid advertising equivalents.
Brand awareness engages metrics like brand recall, preference and purchase intent.
Net promoter score (NPS) demonstrates level of customer loyalty and likelihood of recommending the brand.
Message pull-through assesses whether key messaging resonates in media coverage.
Lead generation measures tangible business outcomes like new leads or strategic partnerships.
This muti-layered approach allows us to pinpoint what’s working and where improvements are needed.
Advanced tools and capabilities
Bospar’s measurement capabilities include cutting-edge tools and strategies to deliver unparalleled insights:
- Media monitoring: Tracking coverage volume, tone and quality across high-domain authority outlets. Using tools such as MuckRack, we measure:
- Readership
- Quality media mentions
- Key message pull-through
- Social amplification
- Share of voice (SOV)
- Mentions by geography
- Headlines and feature article frequency
- SEO optimization: We assess backlinks from earned media to boost SEO rankings using tools like BuzzSumo.
- Competitive benchmarking: Analyzing share of voice (SOV) and comparing press hits with competitors to identify opportunities using Meltwater.
- Custom analytics solutions: We can create tailored dashboards integrating media reach, impressions and social engagement.
- Media impact value (MIV): We can prepare a unified, monetary view of earned media results combining insights and analytics, leveraging our suite of measurement tools.
Bringing insights to life
Bospar turns data into action. With branded monthly or quarterly reports, we showcase:
- Earned media coverage and social media mentions
- Competitive benchmarking to highlight positioning against industry players
- Actionable insights for strategic optimization and campaign refinement
Our measurement approach is not static; it evolves continuously to improve outcomes year-over-year, ensuring clients stay ahead of the competition.
Bospar turns data into action
Case study: Measuring Parametrix campaign success
Our campaign for Parametrix, “Beyond the Blue Screen: Parametrix Puts a Price on CloudStrike Crisis,” exemplifies our range of measurement capabilities.
When the news of the CloudStrike crisis broke, Bospar contacted Parametrix, a pioneer of parametric technology downtime insurance, with a simple message: This could be your biggest opportunity to make a name for yourself.
Our newsjacking efforts delivered remarkable results. The client’s sales pipeline dramatically increased from PR securing 762 stories from July 22 to Aug. 23, 2024. The client’s brand awareness also increased, and Google Analytics reported spectacular increases in website traffic. New visitors to Parametrix’s website shot up 283.2%. The news page blew up 5,700%, and searches for “CrowdStrike analysis” increased by 25,000%. Backlinks also spiked: One link was shared socially over 127,000 times.
Comments from LinkedIn followed suit, up 250%, and reposts were up 171.4%.
Transforming PR with data-driven insights
At Bospar, we help businesses bridge the gap between perception and performance. With a holistic, 360-degree approach to measurement, we ensure every PR initiative delivers meaningful results. Moreover, Bospar maintains a focus on creating decisive and rapid actions within our strategies, translating creative ideas into actionable outcomes that can be quickly pitched to the media for immediate engagement. This involves building strong relationships with key media contacts and crafting compelling stories that resonate well within the media landscape.
At Bospar, we help businesses bridge the gap between perception and performance.
Let us show you how we can transform your communications strategy — and drive success that you can measure.
