how to use brandwatch for pr tracking

How to use Brandwatch for PR Tracking

Joel Windels, Marketing Manager EMEA [email protected] | Tel: +44 (0)1273 234 290

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2© 2013 Brandwatch | www.brandwatch.com

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.


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.


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.


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.


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


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.


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.

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© 2013 Brandwatch | www.brandwatch.com

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