Welcome to the Key Message Penetration deep dive article. Below, we cover:
Overview & Use Cases
How we Measure Key Message Penetration
How to add a Key Message Penetration Chart (Evaluation Widget)
How to add Key Message Penetration Total Metrics (Summary Metrics Widget)
1. Key Message Penetration Overview & Use Cases
Key Message Penetration provides evidence that core aspects of a story were referenced by the media and successfully communicated with the target audience.
Beyond this, knowledge of which key messages have been communicated is valuable in terms of future media strategy.
Manually measuring the presence of key messages is time-consuming and prone to human error. Releasd can detect multiple key messages across all online coverage within a report at the press of a button. It's also fully impartial, and can detect even the essence of a message.
Examples of Key Messages:
✅ Sales of Jen's Jeans grew by 30% last year
✅ Drive to Survive will launch on Netflix on 21st May
✅ Emirates is an innovative brand
You can see that the main entity being promoted needs to be included so our system has the appropriate context.
Avoid using specific Brand Keywords, Spokesperson Quotes or pure Backlinks, which are better suited to other charts:
❌ Innovation (too generic - this is not a Key Message relating to a specific brand, campaign, event, product, service etc)
❌ Diet Coke (just a Brand Keyword)
❌ "This is a monumental marriage between art and business. We couldn't be prouder of our collaboration with Murakami." (Spokesperson Quote)
❌ www.example.com (pure backlink)
Why Key Message Penetration is useful
PRs use Key Message Penetration to:
Demonstrate that critical elements of a story have been successfully communicated to the target audience
Compare the performance of different key messages side-by-side
Make more informed decisions about media strategy and tactics going forward
2. How we Measure Key Message Penetration
The process of detecting Key Messages works as follows:
Online coverage is added to a Releasd report
Based on the key messages added by you, our trained AI systems read all coverage and detect their presence, even if the essence of a key message*
Appearances of key messages are grouped plotted on a bar chart
*What is 'the essence of a key message'? Let's say you add the following key message to our system:
Hot sauces are growing in popularity
By way of example, Releasd will recognise the following as instances of that same key message:
Hot sauces are growing in popularity
Hot sauces, which have become more popular in recent years thanks to...
We love hot sauces, and we're not alone - they have become incredibly popular...
In other words, if the article communicates that hot sauces are growing in popularity in any reasonable way, it'll be counted.
See our Managing Key Messages section below for further details.
3. How to add a Key Message Penetration Chart (Evaluation Widget)
i) First, add some Online Coverage to your report
Drag on the Online Coverage widget and enter some URLs.
You can learn how to do this here.
ii) Add an Evaluation widget to your report
You can find this in the Toolbar.
iii) Click 'Add Evaluation'
And then 'Add charts':
iv) Select the chart, and then add it to the widget
v) Manage Key Messages
As discussed, Key Messages articulate the core elements of a story that need to be communicated to an audience, articulated in a concise way. Usually there are 2-5 key messages in any given campaign.
Unlike Spokesperson Quotes, they do not always appear verbatim in press releases or directly in media coverage.
Our systems are trained to detect the essence of key messages when reading articles.
Examples of Key Messages:
✅ Sales of Jen's Jeans grew by 30% last year
✅ Drive to Survive will launch on Netflix on 21st May
✅ Emirates is an innovative brand
Avoid using specific Brand Keywords, Spokesperson Quotes or pure Backlinks, which are better suited to other charts:
❌ Innovation (generic word)
❌ Diet Coke (Brand Keyword)
❌ "This is a monumental marriage between art and business. We couldn't be prouder of our collaboration with Murakami." (Spokesperson Quote)
❌ www.example.com (pure backlink)
Adding Key Messages:
To add a Key Message to be analysed in this chart, either:
Select from recent Key Messages
Add a new Key Message
Existing Key Messages can be edited, or removed.
vi) Optional: add a caption, reorder or delete the chart
vii) Finally, click 'Done' to save the widget
The chart will automatically update as you add online coverage to the report.
4. How to add Key Message Total Metrics (Summary Metrics Widget)
The Summary Metrics widget displays total figures in a visual infographic.
i) Add a Summary Metrics widget to your report
You can find this in the Toolbar.
Click to open the widget and add metrics.
ii) Scroll to the Online Coverage section
Select the total Metrics you'd like to add.
Key Message Penetration here is an average across all key messages and all coverage.
For example, let's say you have 2 Key Messages and have achieved 10 pieces of online coverage.
1 Key Message is communicated in 5 articles
The other key message is communicated in the other 5 articles
IE they do not overlap
Here, they Key Message Penetration will be 100% because all articles included at least 1 key message.
iii) Save the widget
Once added, click to save the widget. Metrics will automatically update alongside evaluation.