Try Prowly's media monitoring free for 7 days<\/h3>\n\n\n\n
Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n
- \n
- Comprehensive monitoring:<\/strong> Track the web and social media mentions.<\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
Why should you conduct brand reputation analysis?<\/h2>\n\n\n\n
Brand reputation<\/strong> is the collective perception of your company as held by various stakeholders, including customers, employees, investors and the general public.<\/p>\n\n\n\n
It's shaped by direct experiences, media coverage, online reviews, and word-of-mouth recommendations.<\/p>\n\n\n\n
Why is brand reputation important for PR?<\/h3>\n\n\n\n
Let's start with a brand vs reputation comparison:<\/p>\n\n\n\n
\ud83d\udc49 your brand<\/strong> is your company's intentional presentation: name, logo, colors, messaging<\/p>\n\n\n\n
\ud83d\udc49 your reputation<\/strong> is how the company is perceived externally: opinions, reviews, and beliefs<\/p>\n\n\n\n
You can directly shape your brand and indirectly shape your reputation. And both play a key role in any business.<\/p>\n\n\n\n
For you, as a PR professional, understanding and managing brand reputation is critical.<\/strong> It highly impacts the fate of your company, influencing areas like:<\/p>\n\n\n\n
- \n
- customer decisions and loyalty<\/li>\n\n\n\n
- ability to attract and retain talent<\/li>\n\n\n\n
- investor confidence and stock prices<\/li>\n\n\n\n
- and it can make or break partnerships and business opportunities<\/li>\n<\/ul>\n\n\n\n
No doubt then that you need to keep an eye on your brand reputation and run regular analyses. It can help you identify potential crises, track the effectiveness of your campaigns, and make decisions about your brand's image that are backed up by numbers. A whole new level of delivering results.<\/p>\n\n\n\n
Can you measure brand reputation?<\/h3>\n\n\n\n
You can put a number on brand reputation \u2013 and most likely, a few. There are several ways to quantify it and you'll get the best results by combining various metrics. With the right measurements in hand, you can get a comprehensive understanding of your brand performance<\/a> on the market.<\/p>\n\n\n\n
\nLOOK AFTER YOUR BRAND REPUTATION WITH PROWLY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n5 key brand reputation metrics<\/h2>\n\n\n\n
How to measure brand reputation - online and offline? Track the right numbers! Let's talk about the crucial metrics<\/a>.<\/p>\n\n\n\n
#1 Sentiment analysis<\/strong><\/h3>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/09\/Positive-and-negative-sentiment-1024x142.png\")
<\/figure><\/div>\n\n\nSentiment analysis<\/strong> assesses the tone of each mention, indicating if it's positive, negative or neutral. It's used to gauge public perception and identify potential PR issues or opportunities for brand improvement as they arise.<\/p>\n\n\n\n
\ud83d\udca1 Here's a whole guide to sentiment analysis in PR<\/a> or more specifically:
\u2796 brand sentiment analysis<\/a>
\u2796 and a list of the best tools<\/a> available on the market.<\/p>\n\n\n\n#2 Share of Voice (SoV)<\/strong><\/h3>\n\n\n\n
Share of Voice<\/strong> is the percentage of media coverage or conversations that you get vs your competition.<\/p>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/12\/How-to-calculate-share-of-voice-using-Prowly-1024x692.png\")
<\/figure><\/div>\n\n\nIt's used to assess a brand's visibility<\/a> and influence relative to its competitors<\/a>, helping you make inform strategies to get more of that pie.<\/p>\n\n\n\n
\ud83d\udca1 You can learn all about Share of Voice from this article<\/a>.<\/p>\n\n\n\n
#3 Media Exposure<\/strong><\/h3>\n\n\n\n
Media exposure<\/strong> is the total amount of visibility a brand receives across various media channels, including traditional news outlets, social media, and other online platforms.<\/p>\n\n\n\n
This metric shows you what your general reach is and how effective your PR and marketing strategies are in generating publicity.<\/p>\n\n\n\n
#4 Stakeholder feedback<\/strong><\/h3>\n\n\n\n
When thinking about product development, customer service improvements, and overall business strategy, you definitely need your stakeholders' insights<\/strong>. Gather direct feedback from the key groups affected by (and affecting) your business. This means customers, employees, investors and partners.<\/p>\n\n\n\n
In terms of brand analysis<\/a>, these are often the key figures in forming general public perceptions of your brand.<\/p>\n\n\n\n
#5 Quality of mentions<\/strong><\/h3>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/12\/Mentions-1024x513.png\")
<\/figure><\/div>\n\n\nContrary to just counting the number of mentions, their quality<\/strong> is an assessment of their substance, relevance and impact.<\/p>\n\n\n\n
You could use this metric to evaluate the effectiveness of your messaging and to identify high-value media opportunities that align with your communication goals.<\/p>\n\n\n\n
\nTRACK THE RIGHT METRICS<\/strong> FOR YOUR (CLIENT'S) BRAND<\/strong><\/a><\/div>\n<\/div>\n\n\n\nA step-by-step guide to brand reputation analysis in PR<\/h2>\n\n\n\n
Understanding brand reputation requires a systematic approach. Check out our steps to conduct a corporate reputation review and analyze brand reputation.<\/p>\n\n\n\n
How to assess brand reputation?<\/strong>
Comprehensive data + mentions monitoring = staying in the loop of brand reputation.<\/p>\n\n\n\n1\ufe0f\u20e3 Choose the right KPIs<\/h3>\n\n\n\n
Appropriate Key Performance Indicators (KPIs) are crucial to measuring brand reputation effectively. Opt for metrics that:<\/p>\n\n\n\n
\u2705 Align with your overall business goals
\u2705 Ensure they are measurable and trackable over time
\u2705 Include a mix of quantitative and qualitative metrics
\u2705 Focus on metrics that provide actionable insights<\/p>\n\n\n\nWe suggest you combine a few metrics<\/strong> from this list:<\/p>\n\n\n\n
- \n
- Net Promoter Score (NPS)<\/li>\n\n\n\n
- Customer Satisfaction Score (CSAT)<\/li>\n\n\n\n
- Brand Awareness<\/a><\/li>\n\n\n\n
- Sentiment Score<\/a><\/li>\n\n\n\n
- Share of Voice<\/a><\/li>\n\n\n\n
- Website Traffic<\/li>\n\n\n\n
- Social Media Engagement Rates<\/a><\/li>\n<\/ul>\n\n\n\n
All together, they can give you a fairly comprehensive view on your brand reputation. You'll learn what your customers think, how it differs from the general audience, and how visible you are compared to the competition.<\/p>\n\n\n\n
Psst! Here's a whole article about PR Metrics: What to Measure and Why (with Examples)<\/a>. And to discover more ideas and inspiration by exploring this guide to brand awareness campaigns, complete with examples<\/a> to spark your creativity.<\/p>\n\n\n\n
2\ufe0f\u20e3 Set up brand monitoring<\/h3>\n\n\n\n
For brand reputation analysis, you have to know what's being said about your company: both online and offline.<\/p>\n\n\n\n
Brand monitoring software<\/a> give you exactly that. With instant notifications, you can tackle issues that need your attention now. They're not just for crisis prevention, though: you can use them to assess the impact of your brand activities.<\/p>\n\n\n\n
Online monitoring is cool, but imagine getting similar data about print and broadcast news.<\/p>\n\n\n\n
\ud83d\udc49 Print & broadcast monitoring<\/h3>\n\n\n\n
It's not true that only digital matters these days.<\/p>\n\n\n\n
Not every brand's target audience are young people who spend most of the time online. And even if that would be true - presence in physical magazines, radio or TV, makes the brand look more reliable<\/strong>, genuine and maybe even luxurious. <\/p>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1024x802.png\")
<\/figure><\/div>\n\n\nProwly lets you combine digital brand analysis with instant access to global and local papers\u2013even those paywalled<\/strong>. With filtering options, you'll get notified about the mentions that truly matter. And you'll see them all displayed in easy-to-use dashboards.<\/p>\n\n\n\n
\ud83d\udca1 Tip:<\/strong> When choosing a media monitoring service, make sure it\u2019s tailored to local media \u2014 for example, the UK market<\/a>.<\/p>\n\n\n\n
To ensure your print monitoring<\/a> and broadcast monitoring<\/a> needs are fully understood, contact us and let\u2019s schedule a call to explore how the right features can support your goals<\/a>.<\/strong><\/p>\n\n\n\n
\nTry Prowly's print & broadcast monitoring free for 7 days<\/h3>\n\n\n\n
Start tracking your brand and keywords for free (no credit card required) in Prowly.<\/p>\n\n\n\n
- \n
- Comprehensive Monitoring:<\/strong> Track the web, social media, print, and broadcast mentions<\/li>\n\n\n\n
- Transparent Pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- All-in-one platform:<\/strong> Get everything you need in one tool for PR, incl. media database, outreach, reporting, and more<\/li>\n<\/ul>\n\n\n\n
Learn more<\/a><\/p>\n<\/div><\/div>\n\n\n\n
\ud83d\udc49 Social media & digital monitoring<\/h3>\n\n\n\n
Let's start with the online realm. Social listening tools go through digital content (virtually of any type), looking for keywords of your choice. But that's not all!<\/p>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/04\/Media-monitoring-widgets.png\")
<\/figure><\/div>\n\n\nYou learn more than just who said what. Apart from that, the tech analyzes each mention's context, like sentiment, and gives you a full breakdown.<\/p>\n\n\n\n
\ud83d\udca1 Tip:<\/strong> Read this full guide on social media reputation<\/a> to get a complete picture of your PR strategy.<\/p>\n\n\n\n
\nSTART MONITORING YOUR BRAND TODAY<\/strong><\/a><\/div>\n<\/div>\n\n\n\n3\ufe0f\u20e3 Use sentiment analysis and Share of Voice<\/h3>\n\n\n\n
- \n
- Share of Voice (SOV)<\/strong> measures your brand's visibility compared to competitors<\/a>. By tracking SOV, you can gauge your brand's market presence and identify opportunities for growth.<\/li>\n<\/ul>\n\n\n\n
- \n
- Sentiment analysis<\/strong> helps you understand the emotional tone behind mentions of your brand. It categorizes mentions as positive, negative or neutral, giving you insights into how people perceive your brand.<\/li>\n<\/ul>\n\n\n\n
![\"sentiment](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/12\/Sentiments-1024x438.png\")
<\/figure>\n\n\n\n4\ufe0f\u20e3 Set up negative mention alerts<\/h3>\n\n\n\n
Proactive crisis management<\/a> is crucial for maintaining a positive brand reputation. Set up alerts for negative mentions to address potential issues as they arise<\/strong>. This allows you to:<\/p>\n\n\n\n
- \n
- Respond promptly to customer complaints<\/li>\n\n\n\n
- Address misinformation before it spreads<\/li>\n\n\n\n
- Show that your brand is attentive and responsive<\/li>\n<\/ul>\n\n\n\n
Remember, the faster you respond to negative mentions, the better chance you have of mitigating their impact on your brand's reputation. And the less probable your stakeholders or client base start to get concerned.<\/p>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/11\/how-to-prevent-PR-crisis-with-brand-sentiment-notigications-1024x512.png\")
Set up email notifications to know about every negative mention ASAP.<\/figcaption><\/figure><\/div>\n\n\n 5\ufe0f\u20e3 Collect & analyze online reviews<\/h3>\n\n\n\n
Online reviews play a significant role in shaping brand reputation. Regularly collect and analyze reviews from various platforms to:<\/p>\n\n\n\n
- \n
- Identify common praise or complaints<\/li>\n\n\n\n
- Track changes in customer satisfaction over time<\/li>\n\n\n\n
- Respond to reviews promptly and professionally<\/li>\n<\/ul>\n\n\n\n
You will, of course, get notifications about them from Prowly, but it's good to store them all in one place somewhere. After all, they make up a part of your brand knowledge.<\/p>\n\n\n\n
\ud83d\udca1 Aim to respond to reviews within 24-48 hours <\/strong>to show that you value customer feedback and are committed to addressing concerns. Of course, if the review has crisis potential, you need to react much faster \u2013 ideally within 90 minutes<\/strong>.<\/p>\n\n\n\n
6\ufe0f\u20e3 Track your brand\u2019s mentions over time<\/h3>\n\n\n\n
You should act on mentions immediately, but looking at the long-term perspective is equally important.<\/p>\n\n\n\n
Monitoring brand mentions over an extended period allows you to:<\/p>\n\n\n\n
- \n
- Identify trends in brand perception<\/a><\/li>\n\n\n\n
- Evaluate whether your plans work<\/li>\n\n\n\n
- Measure the impact of PR campaigns and initiatives<\/li>\n\n\n\n
- Spot seasonal fluctuations in brand sentiment<\/li>\n\n\n\n
- Detect early warning signs of potential PR crises<\/li>\n<\/ul>\n\n\n\n
\ud83d\udca1 Tip:<\/strong> If you want to make your PR strategy truly robust, learn how to measure, report, and protect your brand with this article<\/a> on brand reputation management.<\/p>\n\n\n\n
\nSTART COLLECTING THE RIGHT MENTIONS<\/strong><\/a><\/div>\n<\/div>\n\n\n\n7\ufe0f\u20e3 Analyze and report<\/h3>\n\n\n\n
Regular reporting is crucial for stakeholders to understand the state of your brand's reputation. When creating reports<\/a>:<\/p>\n\n\n\n
- \n
- Present data visually using graphs and charts<\/li>\n\n\n\n
- Highlight key insights and trends<\/li>\n\n\n\n
- Provide context for the data<\/li>\n\n\n\n
- Include recommendations for action<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/06\/Prowly-PR-report-Netflix-1024x694.png\")
Creating reports in Prowly is quick and easy\u2014you can add mentions with just a few clicks.<\/figcaption><\/figure><\/div>\n\n\n Tools like Prowly offer integrated reporting features, allowing you to easily incorporate brand mentions into your reports, saving time and ensuring consistency. And as it's all in one tool, adding a mention is just a few clicks.<\/p>\n\n\n\n
This way, you can easily organize mentions and translate them into business language: metrics<\/a>.<\/p>\n\n\n\n
8\ufe0f\u20e3 Refine strategies based on data analysis<\/h3>\n\n\n\n
Get an in-depth perspective on your brand reputation strategy<\/a> with data analytics. With these in hand, you can both:<\/p>\n\n\n\n
- \n
- Use positive brand mentions to reinforce your brand strategy with unique, user-generated content<\/li>\n\n\n\n
- Address negative comments before they spike<\/li>\n<\/ul>\n\n\n\n
In addition, brand analytics can indicate potential PR crisis threats. Those regular check-ins can inform your PR crisis management<\/a> strategy and help mitigate damage.<\/p>\n\n\n\n
\u2795 Extra effort: surveys<\/h3>\n\n\n\n
While monitoring and analysis provide valuable insights, sometimes it's necessary to go directly to your audience.<\/p>\n\n\n\n
Think about organizing consumer surveys when:<\/p>\n\n\n\n
- \n
- You need in-depth insights on specific aspects of your brand<\/li>\n\n\n\n
- You want to validate trends observed in your monitoring data<\/li>\n\n\n\n
- You're planning major brand changes or launching new products<\/li>\n\n\n\n
- You need to measure the effectiveness of a specific campaign<\/li>\n<\/ul>\n\n\n\n\nSTART MAKING DATA-DRIVEN DECISIONS<\/strong><\/a><\/div>\n<\/div>\n\n\n\n
Brand reputation analysis tools<\/h2>\n\n\n\n
When thinking on how to measure brand reputation, you can't pass on tools. Check out our brief tool comparisons.<\/p>\n\n\n\n
#1 Prowly<\/h3>\n\n\n
\n![\"\"](\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/10\/Prowly-suited-for-every-team-1024x558.png\")
<\/figure><\/div>\n\n\n- \n
- Price:<\/strong> Starting from $258 monthly<\/li>\n\n\n\n
- Free trial:<\/strong> <\/a>Available for 7 days<\/li>\n\n\n\n
- All-in-one PR tool<\/strong>: Yes<\/li>\n<\/ul>\n\n\n\n
Prowly<\/strong> is a comprehensive PR platform<\/strong> that includes media monitoring, reporting, and CRM features. It's ideal for PR professionals looking for a fully integrated solution.<\/p>\n\n\n\n
\nTRY OUT PROWLY FOR 7 DAYS FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n#2 Google Alerts<\/h3>\n\n\n
\n![\"Brand](\"https:\/\/cdn.engage-ai.co\/wp-content\/uploads\/2024\/03\/How-to-Monitor-Trends-with-Google-Alerts.png?strip=all&lossy=1&webp=85&ssl=1\")
<\/figure><\/div>\n\n\n- \n
- Price:<\/strong> Free<\/li>\n\n\n\n
- All-in-one PR tool<\/strong>: No<\/li>\n<\/ul>\n\n\n\n
Google Alerts<\/strong> is a free tool that notifies you when new content matching your specified keywords appears on the web.<\/p>\n\n\n\n
While limited in features<\/strong>, it's a good starting point<\/strong> for basic brand monitoring.<\/p>\n\n\n\n
#3 Mention<\/h3>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/03\/Mention.png\")
<\/figure><\/div>\n\n\n- \n
- Price:<\/strong> Starting from $49 monthly <\/li>\n\n\n\n
- Free trial or demo:<\/strong> 14-day free trial available and you can book a demo call<\/li>\n\n\n\n
- All-in-one PR tool<\/strong>: No<\/li>\n<\/ul>\n\n\n\n
Mention<\/strong> combines social listening with post-scheduling<\/strong> capabilities.<\/p>\n\n\n\n
It tracks brand mentions across various online platforms, including social media<\/a>, blogs, and news sites.<\/p>\n\n\n\n
#4 Brand24<\/h3>\n\n\n
\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/05\/Brand24-as-Meltwater-alternative.png\")
<\/figure><\/div>\n\n\n- \n
- Price:<\/strong> Starting from $79 monthly<\/li>\n\n\n\n
- Free trial:<\/strong> Available for 14 days<\/li>\n\n\n\n
- All-in-one PR tool<\/strong>: No<\/li>\n<\/ul>\n\n\n\n
Brand24<\/strong> focuses on online brand presence, offering features like sentiment analysis, influence scoring, and alerts.<\/p>\n\n\n\n
It's particularly useful for social media monitoring and crisis prevention<\/strong>.<\/p>\n\n\n\n
- Free trial:<\/strong> Available for 14 days<\/li>\n\n\n\n
- Free trial or demo:<\/strong> 14-day free trial available and you can book a demo call<\/li>\n\n\n\n
- All-in-one PR tool<\/strong>: No<\/li>\n<\/ul>\n\n\n\n
- Free trial:<\/strong> <\/a>Available for 7 days<\/li>\n\n\n\n
- Price:<\/strong> Starting from $258 monthly<\/li>\n\n\n\n
- Identify trends in brand perception<\/a><\/li>\n\n\n\n
- Sentiment analysis<\/strong> helps you understand the emotional tone behind mentions of your brand. It categorizes mentions as positive, negative or neutral, giving you insights into how people perceive your brand.<\/li>\n<\/ul>\n\n\n\n
- Transparent Pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
- Sentiment Score<\/a><\/li>\n\n\n\n
- Transparent pricing:<\/strong> Plans start at $258\/month<\/li>\n\n\n\n
![\"Brand](\"https:\/\/gdm-catalog-fmapi-prod.imgix.net\/ProductScreenshot\/976846ce-5b95-4db9-ac71-84aad332dbae.png\")
<\/figure><\/div>\n\n\n