A rounded view of media coverage
When you’re looking at your coverage, you’ll need to check for mentions of your organisation or project, and your key messages. It might be important to make a note of spokespeople quoted, case studies featured and URLs included. And whether or not the coverage is positive, neutral or negative (if the latter, you should respond as soon as you can).
It is helpful to look at audience reach – the number of people that visit the website you’re featured on, the number of listeners to the radio show you were on.
For print media, a useful tool is OTS or ‘opportunities to see’. This tells you how many people were exposed to your message and how often. In PR, OTS is a publication’s readership multiplied by three. It’s a more meaningful measurement than the number of readers, as newspapers and magazines are often shared or looked at a number of times. ‘Share of voice’ is worth measuring too, as this indicates how much of the coverage your organisation has, compared to others.