BP is of one of the world's largest energy companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemicals products for everyday items. With operations in 100 countries, BP’s global communications group is tasked with supporting the company’s overall business objectives through proactive media relations programs as well as planning and implementing strategic communications programs.
BP owns several different brands including BP, Aral, Amoco, ARCO, and Castrol. As director of corporate communications, Sarah Howell is part of a team of US media experts who oversee external communications for BP’s U.S. businesses. With various types of competitors to each brand around the world, the BP team work to create compelling messages that will resonate above those of their competitors’. Each message is designed to position BP as a world leader in the energy industry.
Although BP has used measurement services in the past, they proved to be too cost-prohibitive and time-consuming to maintain. Eventually BP brought the measurement functionality in-house, and relies on its network of professionals around the country to provide a regular update and analysis of the media coverage BP has garnered.
According to Sarah, “measuring our efforts has always been an important part of our communications programs because we rely on the market sector and press intelligence to help us understand if we are on target with our messages.”
When approached by PR Newswire to participate in the Early Adopter pilot program for MediaSense, Sarah agreed because she was “intrigued by how PR Newswire uses technology to measure coverage and was interested in seeing how the PR Newswire service compared to others.”
Although Sarah was not interested in tracking a particular campaign, she was interested in understanding how the coverage BP received on specific issues compared to that of their competitors.
MediaSense provides a quantitative and qualitative analysis of the media coverage an organization receives. Three reports are delivered on a quarterly basis, every 30 days and contain an evaluation of media coverage throughout that time period based upon several measures. Quantitative criteria include volume of coverage and coverage by media type. Qualitative measures include an evaluation of each article’s tone (positive, negative, neutral), the presence of key corporate messages, the overall quality of coverage based upon an article’s length, placement, publication type and tone, and the equivalent ad value. All quantitative measurements are evaluated based upon a comparison to a company’s key competitors, while qualitative reports offer an unbiased assessment of how a company is portrayed in the press.
The analysis is delivered in reports that consist of charts and graphs illustrating each aspect that has been measured and that can be easily incorporated into Microsoft Word or Powerpoint and shared among colleagues.
Sarah liked the different areas of coverage the service measured, “with flexible criteria on how the coverage is reported – opportunities to view, ad value, and tonality to name a few.
At the end of the pilot, Sarah was very pleased with the results she saw from MediaSense in that “it provided a sense of how our messages were standing out against our competitors. I used the pilot service to take a temperature of how these issues are covered in the industry.”
“As always PR Newswire took great pains to answer questions pertinent to my measurement needs and to tweak the system so I would get the most reliable analysis from the pilot.”
Sept. 8, Cleveland: Content Marketing World 2014
Mon, Sep 8, 14, 13:00 ET
Date: September 8 -11, 2014
Location: Cleveland Convention Center, 300 Lakeside Avenue, Cleveland, OH 44113
Special Offer: PR Newswire members may use promo code UBM to receive $100 off the registration rate.
About the Event:
Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. You will leave with all the materials you need to take a content marketing strategy back to your team – and – to implement a content marketing plan that will grow your business and inspire your audience.
Over 80 sessions presented by the leading brand marketers from around the world covering strategy, integration, measurement. Keynotes include Oscar award-winning actor Kevin Spacey, Kraft Foods’ Julie Fleischer and Brandscaping author Andrew Davis (CMW 2013’s Top-Rated Speaker).
Be sure to stop by the PR Newswire & UBM Tech CREATE booth (#11) for a chance to win a Nike FuelBand!
To obtain more information about this event, click here.