Media Analytics: A Core Communications Function

Over the last 25 years media analytics has come a long way.  

At my first PR agency job, I measured physical press clipping column inches, read articles to determine if they were positive, negative or neutral and used the advertising value equivalent to calculate the return on investment of a client’s PR campaign.    

Todays’ analytics companies can do much more than measure media or social media coverage.  Leaders in the space offer something far more powerful - they provide insights that can be used to inform communications initiatives and a company’s core business strategy.

Companies looking to realize the full potential of analytics must:

  • Implement an integrated approach to paid, earned, shared and owned content analytics
  • Use analytics as a tool to inform PR, content, marketing and sales initiatives
  • Measure the ROI of analytics at a company and not a single department level
  • Align the organization in a way that places analytics at its core

There are significant benefits of this approach:

Informed Business Strategies

Perspective on how business strategies are resonating in the market, on competitors and future opportunities/challenges.

Focused Content Marketing

Insights into the topics and issues resonating with clients.  Feedback that allows content marketing to be refined in ways to increase its impact.

Effective Media Engagement

Focus on the opportunities with the greatest potential, greater alignment with other functions, as well as identification and management of issues. 

Client-Focused Communications

Opportunities for communicators to hear clients’ perspective and inform the company’s communications around it.


Companies like Prime Research offer sophisticated tools and approaches that make the potential of analytics a reality for both corporations and agencies.  


CommunicationsMatch is a world-leading communications-focused search site. It is the go-to resource for businesses seeking communications services providers with 5,000 U.S. and International agencies and professionals listed. 

Search for and connect with agencies and professionals with expertise in areas including: public relations, internal communications, government affairs, investor relations, content marketing, social media, SEO, website development, photography and video.

Find experts by name, industry sector, communications expertise, location, size, keywords and clients.

Listed companies can create comprehensive profiles by adding keywords, biographies, client rosters, ownership information, capabilities presentations, videos and thought leadership articles. Watch our introductory video.


See more communications Insights at

Follow us on Twitter at @CommMatch or LinkedIn at CommunicationsMatch or Facebook

This site uses cookies. By continuing to browse CommunicationsMatch, you accept the use of cookies. Learn more ACCEPT