Check PR performance with SoS analytics

The role of PR, and branding for that matter, is to positively influence people’s perceptions, leading to behavioural change over time. Share of Search is currently the most precise metric to measure and predict those behavioural trends on a larger scale. That’s because it shows in real time what is on people’s minds and where their interests are trending. So if PR is about changing people’s minds, Share of Search analytics is all about measuring how well you succeed at it.

Lets look at the case of Oatly

Just look at the bumps in their Share of Search! At three different occasions you can see Oatly managed to capture the attention over other sorts of non-dairy milk or even competitors. The overall trend looks good and shows their communications has been capturing people’s attention.

How do we know that’s PR driven you might wonder? Well that’s what we do by looking at the sentiment analysis available within the tool. You can read up more about that here.

Since you know when the interest has been picked up, you can also put it in relation to your campaign. It helps you figure out what the average response time is. For that you can use the campaign plotter within MyTelescope.

This analysis took just a matter of minutes to create. If you want to give it a try, just go to https://app.mytelescope.io

You can find out more about the Oatly case here.