Blog post
June 24, 2019

The demand for communicators to adopt a data-driven culture

Despite years of modelling, frameworks, advances in technology and analytics, measurement and analysis of media coverage has remained a challenge for many communication professionals.

Struggling to quantify and communicate the value of their efforts, we often hear this pain point from clients trying to navigate the ‘how’ and ‘what’ to measure.

A lack of common standards and practices for measuring impact or evaluating investment in the dynamic and rapidly changing mediascape has ultimately resulted in some throwing up their hands and asking, ‘Is media analysis a nice to have, or a need to have?’.

In short, yes – and we think it has immense power beyond the obvious benefits.

With a push for businesses and organisations alike to adopt a data-driven culture, communications roles stand to be impacted alongside every other area or discipline. A few years ago, being ‘digital-first’ was the hot trend, but now the call to be data-driven is eclipsing this as we see a growing need to justify actions and quantify results. And as such, our accountability is skyrocketing.

While communications have seemingly skirted around the demand for data with marketers bearing the brunt of this need for a while, there is a shift looming. The media rich landscape is beginning to demand more and more of a data-driven focus from communicators – shifting towards it not only being the norm, but for them to lead the charge.

This shift is an exciting prospect for many as the potential to lead the conversation – not just have a ‘seat at the table’ – offers major business influence. As lines blur between marketing and traditional communications thanks to the explosion of channels, influencers and integrations – the first to champion adoption of a data-led cross-functional team may hold the key to overall business improvement.

While the challenges remain, there are also skilled teams of analysts along with robust and replicable methodology that exits – ready to interrogate any data set. The long-term benefits of being able to look at the overall impact of your media and truly make it measurable will always win.

If you’re already monitoring media but are looking to take the next step, our media insights will provide help with:

  • Protection and allocation of budget
  • Speaking a language that resonates with your stakeholders
  • Sharpening your focus on key messages and sentiment
  • Demonstrating what’s working and evaluate what’s not, and
  • Inform strategy and future activity.

Regardless of where your business lands on the data maturity scale, the need to grow and move forward will only increase. For communicators, mapping this out through media analysis can help you not only examine current efforts but identify the gaps to lead better, more tailored services and generate real benefits for the wider business.


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