For information or to schedule a demo,
please contact:
DOReilly@mww.com
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Good Decisions Start with Good Data
Public relations contributes value to your organization in three vital areas – marketing, branding and reputation. When an activity like PR is so influential to your business, you should know the impact of your efforts. That is why MWW Group believes measurement should be an integral part of each public relations program. We use data to understand audiences, inform our strategies, plan programs and measure results. We set measurable goals and assess our progress accordingly so that we create the proper framework for accountability. Our deep research experience coupled with our strategic understanding of how to best use the research to get the insights we need helps us to build great programs and achieve great results.
MWW Group employs a variety of research techniques, from focus groups to man-on-the-street interviews to statistically projectable quantitative studies, in order to gain the insights that separate great programs from the not-so-great. Among the different types of research we employ are:
- Attitudinal and Behavioral Research/Tracking Studies – From consumer, B2B and plan-to-buy studies to current attitudes towards a company, product, competitor, MWW Group finds the research method that will get to the best explanation for purchasing patterns.
- Reputation Research – We build custom research to measure your company’s performance on key reputation attributes and overall reputation strength.
- Employee Attitude and Opinion Studies – Your employees are your most important assets, and knowing how they think and what motivates them is crucial to having a highly effective organization.
- Brand Tracking Studies – By tracking brand awareness, consideration, preference and loyalty, this research helps you understand who is promoting your brand and who its detractors are.
- Message Testing - Quantitative or qualitative testing in a real-world context can bullet-proof your key messages.
- Social Media Monitoring - Whether the objective is to measure online sentiments, monitor social media or generate a competitive social graph, MWW Group's D.insight platform offers comprehensive social media monitoring capabilities, powered by the Radian6 monitoring engine. By covering all forms of social media including blogs, top video and image sharing platforms, forums, opinion sites, mainstream online media and Twitter D.insight empowers business with real insights on how to favorably influence the online conversation.
New Measurement Think
The public relations profession was changed dramatically by the advent of the Internet. And it is being transformed again by consumer-generated content and the widespread popularity and use of social media. Yet many measurement efforts remain rooted in yesterday's thinking and approaches. At MWW Group, we believe new times call for
new approaches and new thinking
We’ve abandoned old terms like outputs, outtakes and outcomes because they are non-descriptive and confusing. A simplified and more effective approach is to think of public relations objectives and measurement in the context of the question, "Are we trying to create exposure, engagement, influence and/or a specific action?" Measurement of influence and action lend clarity to public relations return on investment.
MWW Group has extensive public relations evaluation and measurement experience across a wide variety of industries and markets, including technology, consumer, luxury goods, healthcare, B2B and financial services. From small, event-focused measurement to large, global measurement initiatives, MWW Group can help you design a measurement program that demonstrates the value delivered by public relations.
Our Work Includes:
- Measurement Audits – Assess alignment of business and PR objectives, current measurement methods, and overall effectiveness and accountability of public relations measurement programs.
- Dashboard Design – Determine the key metrics necessary to prove the value of public relations and recommendations on how and how often to present the results via a custom dashboard.
- Media Coverage Analysis – Custom studies of media coverage within a given category, competitive set and timeframe, including a written analysis and custom dashboard.
- Return on Investment Studies – Using one of four approaches, MWW Group will build a model that demonstrates the value delivered by public relations activities.
