Transcending the Noise: Five Elements to Elevate Power of Voice


In the quest to “be seen” and build the brand, organisations pursue and track media opportunities to maximise the share of voice (SOV). However, SOV is a blunt media relations approach that often does not achieve the organisation’s true objectives of persuading and influencing the key people or personas who make purchasing decisions.


Tracking the power of voice and messaging in media outreach in addition to SOV enables a more accurate assessment of how effectively an organisation is communicating with its target audience. Today we discuss five elements that define an influential media relations campaign for success.

#1 SMART goals


Whether the organisation is aiming to boost brand awareness, drive traffic to its website, generate leads or shape public opinion, the first step is to set clear and meaningful objectives. These objectives should follow the SMART criteria: Specific, Measurable, Achievable, Relevant, and Time-bound. Having well-defined goals not only sharpens an organisation’s focus but also provides a tangible benchmark against which it can measure success.

#2 Performance measurement


Once the goals are in place, the next step is to identify key performance indicators (KPIs) to measure the impact of the messaging campaign. Some key KPIs include:

  • – Media mentions, which count the number of times the brand appears in both traditional and digital media outlets;
  • – Reach, which estimates the size of the audience that has potentially seen the message;
  • – Sentiment analysis, which adds a qualitative layer by gauging whether coverage is positive, negative, or neutral;
  • – Website traffic, which can reflect how effective the messaging is at driving people to an organisation’s online platforms;
  • – Social media engagement, including likes, shares, and comments; and
  • – Leads or conversions, which track how well your content encourages the desired action.

#3 Monitor the sentiment


Media monitoring tools are essential to effectively track these KPIs.

  • – These tools help keep tabs on where and how the brand is mentioned – whether in news articles, blogs, or social media platforms.
  • – They also assist in analysing the sentiment of coverage and estimating the reach and impressions of the messaging.
  • – Social media tracking is particularly important as it allows an organisation to stay on top of public discourse around its brand.
  • – Many of these tools provide reporting features that automate and simplify the process of evaluating performance over time.

#4 Quality leads to action and outcomes


However, it’s not enough to just count mentions or impressions; organisations also need to analyse the quality of the coverage.

  • – Does the media coverage align with your key messages?
  • – Are the media accurately capturing your intended narrative?
  • – Assess the tone and sentiment of the coverage: Is it casting your brand in a positive light, or are there recurring negative themes you need to address?
  • – Pay attention to key takeaways and whether your spokespeople are being quoted or your visuals are being used, as these are indicators of strong message penetration.

#5 Tracking media influence on your brand


Tracking how your media outreach influences website traffic and conversions is another important element.


Using tools such as Google Analytics, you can identify referral traffic from media placements. You can also assess the performance of specific landing pages tied to outreach campaigns and measure conversion rates to see how many users are completing desired actions, such as making purchases or signing up for newsletters.


Social listening is key to assessing the power of your messaging. Beyond measuring basic engagement and communications metrics, it’s crucial to understand the sentiment behind mentions and identify how influencers1 – such as industry leaders or popular content creators – are engaging with your content.

It’s a process – trust it and lean into it


Finally, effective tracking is an ongoing process. Regularly reviewing your performance data allows you to pinpoint what’s working and where there are gaps. Based on these insights, you can refine your messaging, tweak your outreach strategy, and continually adapt to changing audience behaviours and media landscapes.


By committing to a cycle of strategic planning, consistent monitoring, and thoughtful analysis, you can not only assess the power of your messaging but also continually improve it – ensuring your voice cuts through the noise and achieves its intended impact.


At Priority Consultants, we have partnered with clients in Asia Pacific for 40 years to design and implement public relations (PR) campaigns that address the key issues that concern decision makers and position our clients as trusted advisors2. Our business to business (B2B) communications and PR programmes are designed to incorporate our clients’ key messages to educate the senior leadership of organisations including board members, top management and business managers3 – increasing our clients’ power of voice among the stakeholders that count.


If you are looking to increase your sales or influence policymaking in Asia Pacific, contact us to find out how we can amplify your power of voice in this region.


References

  1. Influencing the Influencer – Three Lessons We Learned
  2. The Thrust of Executive Profiling – being a Trusted Advisor
  3. Content That Educates Builds Brand Equity With Senior Executives