Competitive Intelligence For PR Part 1: Evaluating Target Publications

PR

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In the world of public relations, when it comes to measuring the success of brand recognition, unique visitors are often the bottom line. Clients and agencies alike strive to ensure that their brands and products will reach substantial audiences. However they also face the challenge of cracking large publications and websites in order to achieve audience engagement.

Rather than placing such significant focus only on quantitative measures, defining a qualitative understanding of what is actually driving traffic to sites large and small, could result in more effective targeting and thus optimize the results of PR efforts.

To help illustrate this point, if I worked for an agency with a large home improvement company as a client, what are the metrics and reports I would always check? The first step is to determine our target publications to pitch.

See what else is out there:

If you’re trying to break through to a certain publication but are receiving minimal interest or feedback, Compete PRO’s Related Sites feature could highlight domains of similar subject matter and audience size that may have previously been looked over. While HGTV.com might be a given outlet to pitch, the related sites search shows that diynetwork.com, bhg.com and others are high in similarity and boast solid audience engagement metrics.

Determine the value of a media hit:

Ensure your stories are targeting the right audience using Monthly Demographics: You might think you have a pretty good idea of the composition of a particular site’s audience, but examining the exact breakout when it comes to demographics including age, income and gender could make a world of difference. Specifically when targeting niche audiences for story pick-up and placement. The latest data from Compete shows that consumers ages 55-64 make up the largest audience for diynetwork.com. Tailoring pitches to this age demographic could appeal to editors who want to please their readership.

diynetworks age demographics
Engagement Metrics: Does the audience care about the content on these sites? Sure, a particular site might have a high UV count, but is the audience really paying attention or engaging with the content they’re seeing? Engagement Metrics can approximate the time and attention given to a domain or page. For example, bhg.com enjoys an increase in average stay and attention in May. This shows that this is a time when consumers are not only visiting the domain but engaging with the content.
bhg stay and attention
How do you evaluate potential outlets? Do you reexamine them on a regular basis? Stay tuned for part two which will discuss search referrals and content creation around specific keywords.

About Sarah Friedman:
Sarah is a Client Relations Specialist at Compete. Sarah is a graduate of Northeastern University and has past experience in Advertising and Public Relations. Connect with her on Google+ or LinkedIn