Q: In Russia we have a popular measurement/monitoring system called Medialogia. Their 'Media Index' has become a would-be industry standard for measurement. It includes quantity and quality of publications, tone, main role of the analysed object in a publication, rating of a medium, etc. Are there international 'indexes' like that? Do you have one in UK/US companies?
A: These "generic" measures haven't tended to succeed in markets that I've worked in western Europe and the US and North America for PR, to be honest. I suspect that in markets where businesses can invest more in tailored media analysis, benchmarking against competitors, measuring their specific performance metrics, and have existing budgets for these, they use these. There are services like RepTrak
in the UK and US which provide a generic benchmark of corporate reputations, based on consumer research, but these haven't yet seen the same levels of traction as social media analysis or online analysis tools. Q: What international monitoring/measurement services for brand awareness or share of voice are there? What should Russian companies (which enter the global market) consider in terms of measurement in their communications?
A: I would advise businesses to start by auditing what tools they have at their disposal already, and working across "silos" within the business to try and use these first. Work with your colleagues in other marketing functions to see what tools you already have - Google Analytics, social media and online monitoring tools, SEO analysis tools, amongst others, can all show an impact that PR and communications efforts are having on traffic, search engine rankings, brand awareness, sales and many other things that matter to businesses. Work out what tools you already have, before you look to invest in more.