June 9, 2022
5 ways Comms orgs have upgraded media monitoring with Readership Emails
By the Customer Success Team
Every morning at 7:30, hundreds of people receive an email that tells them exactly how many people read their top press from the previous day.
On Wednesday afternoons, hundreds more get a snapshot of their most-read articles, publications, and topics from the previous week.
And each month, subscribers receive a broad summary of earned readership trends from the past 30 days.
All of this email reporting was automated in the past month, allowing us to offer upgraded media monitoring and measurement at scale. While Memo’s readership dashboard supports in-depth, exploratory trend analysis, we knew time-strapped Comms teams needed a way to quickly identify the stories, outlets, and competitors that deserve their attention. Readership Emails do exactly that, surfacing top-read mentions and high-level trends to spur further exploration.
Read on to learn more about daily, weekly, and monthly Readership Emails – and how PR & Comms teams are actioning this data every day.
#1: Use daily Readership Emails to surface big wins from current PR campaigns
Each morning, Memo automatically sends subscribers a daily digest of the previous day’s top-read headline and non-headline placements, as well as the most-read articles from the past three days.
This alert gives Comms teams an easy way to spot campaign wins – an article with great pull through reached a wide audience, a syndicated piece was highly read on regionals in your target market, etc. – and an straightforward report to forward to stakeholders.
#2: Use daily Readership Emails to monitor and mitigate potential crisis stories
Given that social media often refers less than 5% of an article’s traffic (and that social engagement is not predictably correlated to readership), social listening platforms are not reliable for assessing whether a negative story that hasn’t yet blown up could evolve into a crisis situation down the road. To paraphrase one Memo customer: “we already know when a crisis is really bad; we need readership for the simmering stories that may or may not bubble over.”
Monitoring readership on negative articles allows Comms teams to better allocate scarce resources and spokespeople to the trending stories that need their attention, while also providing time-saving clarification on the ones that completely flew under the radar.
#3: Get a pulse check on your share of voice with weekly Readership Emails
Weekly emailed reports include the most-read articles, outlets, and topics over the week for your brand and – for Memo customers who also track competitor readership – a competitive share of voice.
We report out SOV differently and, if we can be so bold, far more accurately. Instead of just looking at share of coverage, we also report share of readership, revealing the competitors that are generating meaningful engagement with their earned media, and through what stories. These weekly reports let Comms teams quickly see if a competitor’s SOV has reached a threshold that warrants further investigation.
And because weekly reports include competitors' top-read press, subscribers can see what conversations are working for the competition and quickly devise a plan to participate before public interest moves on.
#4: Plan for the future with PR results reported in monthly Readership Emails
Monthly Readership Emails have all of the readership breakdowns included in weekly reports, but over the course of a whole month. Monthly reports give Comms teams an opportunity to step back and answer critical questions as they look to future campaigns. What outlets performed well for my brand that I should continue pitching? What outlets drove high readership for competitors that I should bump up to my priority list? What headlines and topics got the highest readership, and can I incorporate those angles into future campaigns? (All questions that would be impossible to answer with impressions, clip counts, or social listening alone.)
#5: Tie business outcomes to earned media performance with monthly Readership Emails
Monthly reports also provide an opportunity for Comms groups to pull out the performance metrics that marketing, analytics, and finance stakeholders would also want to incorporate into their own business analyses for the month. For example, providing the readership on reviews of a newly launched product to your Marketing team lets them incorporate apples-to-apples data from PR into their marketing mix model.
When one article gets 10,000 readers and another 1,000,000, it’s not enough to rely on clip counts alone. Readership Emails from Memo are fast becoming an essential part of the Comms tech stack – and they’re now available to all Memo customers.