Access Communications

Measuring PR Success

Access evaluates communication campaigns using our proprietary Media Measurement Matrix (M3) program. This Web-based media analytics methodology combines the best automated monitoring tools with human intelligence to provide a concise 360-degree view of PR program results. Among the core metrics we track are:

• Media Signal – Are we beaming a focused message to our target audiences?
• Share of Voice – Are we capturing significant mindshare that differentiates us from the competition?
• Message Pull Through and Tone – Is the strength of our messaging pulling through and resonating? What is the tone of coverage?
• Editorial Depth – Are we delivering meaningful feature-quality coverage?
• Media Landscape – Are we securing coverage across broadcast, radio, print, blogs and social media?
• Business Impact – How is PR contributing to the success of the business?

Additionally, we go beyond quantitative measures and use ongoing evaluation of program execution to refine strategy and ensure alignment with strategic business and communications goals. At every step of the process, we deliver detailed reporting and analysis designed to merchandise PR program success and keep our clients and their internal stakeholders informed and engaged.

Research

Access has an in-house Research Department staffed by full-time professionals with more than 50 years of combined experience in online research, competitive monitoring and media analysis. Thr Access Research Team ensures that our teams and clients remain on top of breaking news, industry trends and the latest hot topics tracked by pundits, thought leaders and bloggers. Using the latest array of online research tools and resources, the bi-coastal team continually monitors all media types (mainstream media, blogs, online news sites) for information about our clients, competitors and industries. The team pub-lishes a variety of daily and weekly reports, custom-tailored to the needs of individual clients. The team also handles ad hoc requests for information from clients and account teams on an ongoing basis.

Blog Monitoring and Influence

Which of the nearly 80 million Technorati-ranked blogs do you want to reach? Which blogs are the most relevant and influential to your audience? Until recently, these were not easy questions to answer because blogs cannot be measured by “reach” (no method, such as circulation, exists to quantify reach) and disparate blog measurement tools currently available only provide a one-dimensional picture. “Influence” is the new currency.

Access uses a proprietary tool developed by its PR 2.0 team to better guide clients’ communications efforts in the blogoshere. The Access Blog Influence Engine (ABIE) is a multi-dimensional scoring model that combines statistics from the leading ranking methodologies and combines them into a single Influence Score. ABIE allows us to determine the influence of blogs in context, rank blogs by audience, topic area, and market segment. Once we rank the most influential blogs relevant to a client, Access delivers insights about each blog and author, including author profiles, posting, linking behavior and topic mapping.

Social Media Monitoring and Measurement

Access is experienced at tracking conversations, reviews and positive / negative sentiment for brands, topics, competitors and partners across the social media ecosystem, including blogs, wikis, Del.icio.us, Twitter, social networks and embedded video.

• Brand Auditing: Analyze current sentiment regarding client brand’s across the social media landscape.
• 2.0 Monitoring: Using our technology partners, we can provide rich, Web-based graphical summaries of buzz surrounding specific search terms, issues, people, companies and brands.
• Twitter Tracking: The Twitoshpere is fast becoming a major word of mouth platform, so tracking consumer sentiment on Twitter is critical. We can monitor and report on issues, people, topics, and brands mentioned on Twitter.