In this presentation, you will get a comprehensive overview of the intersection of PR and social media monitoring, including tips, examples and resources for PR professionals on using Brandwatch to their advantage. For more info: http://www.brandwatch.com/2013/10/top-tips-for-finding-news-articles-using-brandwatch/

1. How to use Brandwatch for PR Tracking
Joel Windels, Marketing Manager EMEA joel@brandwatch.com | Tel: +44 (0)1273 234 290
Brandwatch Masterclass #brandwatchtips

2. © 2013 Brandwatch | www.brandwatch.com 2
The objective of PR can be distilled to be „increasing visibility of your
brand name.‟
Accordingly, a good place to start would be for a Branwatch query for
your brand‟s mentions online. Here is Brandwatch‟s brand mentions for
the past 14 months.

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Twitter and Facebook mentions of your brand are very different to news
mentions. To measure PR clippings, apply a news filter to the data
Plotting the data by month will show you total news clippings for each
month. A filter to include blogs too might be valuable, as some sites
have both blog and news sections.

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Not all news mentions are equal. Rather than tracking for just
quantity, you can break down the data by Mozrank to try to understand
the authority, or quality, of each PR hit.
Setting a filter to remove any news or blog mentions with a Mozrank
lower than 5 or 6 will ensure you‟re only tracking high quality press
mentions.

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Understanding the impact of specific campaigns can also be valuable.
Search within or use Rules to categorise your data.
We categorised mentions of “Oscars OR academy awards”), for
example, to see the volume of press mentions for that specific campaign
we did.

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After categorising each campaign, you can plot mentions by campaign
over time to better understand the impact and shelf-life of each
Some campaigns are more successful than others, but comparing
similar campaign types (like product launches) allows for effective PR
benchmarking

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Instead of plotting over time, you can display the data by campaign to
get a more direct comparison
Breaking down this data by buzz type (news + blogs vs social +
forums, for example) will show you the type of reaction and coverage the
campaign provoked.

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Plotting the same data in a table can also be useful and clearer to see
Tracking competitor campaigns using Brandwatch in the same way will
help you benchmark and optimise your own campaigns.

9. Contact
9
Email /contact@brandwatch.com
Web /http://www.brandwatch.com
Twitter /@brandwatch
Telephone /
UK: +44 (0)1273 234 290
US: +1 212 229 2240
Germany: +49 (0)711 912 441 59
Fax /
UK: +44 (0)1273 234 291
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The information given in this document has been checked for accuracy and completeness however Brandwatch
shall not be liable for any errors or omissions.
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© 2013 Brandwatch | www.brandwatch.com